Value-in-use in a Multi Actor Perspective

12manage is looking for students. Info

Views > Generic / None > Method > Value-in-use in a Multi Actor Perspective

Value-in-use in a Multi Actor Perspective
van Holten, Member, Manager, Netherlands

Value in use is actually quite simpel yet not many firms make use of this concept. Value in use is exactly what it says. A market offering should focus on the in use part instead of the increasing price part. Especially when considering a market offering used by or dependant of several actors. For instance point of care testing methods. Laboratories are actors using them as are general practitioners and hospitals but value is not the same for all actors. When designing a product which is dependant of several actors its extremely important to match the value drivers of the different users. General practitioners value speed while laboratories value reliability and accuracy. Value in use can increase price as well. For instance an example of Corus which is currently part of Tata steel. They produce steel pipes and treat them with oil to prevent rusting. One of their customers used cranes to move them across their yard but because of the oil the pipes were very slippery. This forced the customer to adjust the cranes to get more grip. Before they managed to do so a representive of Corus came over and heard their problem. He ordered them pipes without oil for a higher price.
The customer accepted this offer just because it added value for them. .

React  |  More on the Author  |  More on this Interest Area


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2019 12manage - The Executive Fast Track. V15.1 - Last updated: 14-10-2019. All names ™ of their owners.