THE ANATOMY OF VALUE CREATION
Values are generalized, relatively enduring and consistent priorities of how an actor wants to live. Value creation; is the process of co-producing offerings (i.e. products, services) in a mutually beneficial seller or buyer relationship. This relationship may include other actors such as subcontractors and the buyer’s customers. In this relationship, the parties behave in a symbolic manner leading to activities that generate positive values for them. The actors brought together to interact in this process of co-producing value, form a value constellation. Many case illustrations have shown that different people have different priorities. Like some, like oranges others coffee. Some want to relax and not take on more duties than necessary, whereas others are driven by entrepreneurial spirit. Certain individuals are highly occupied with how they can further improve the world around them. The values and aspirations of individuals are the building blocks for value creatio...