2 The Nature of Value

To win at the business game, a company must master the art of simultaneously creating value for its customers, its employees, and its shareholders.

2.1 Value and dual positioning

This is a conceptual video presenting an overview of the connection between value creation and positioning with the service concept and service delivery processes.  It is a good introduction to the material covered in this chapter.  Key concepts: value in use, value as a ratio, segmenting, service experience, work experience, value of service, value of work, value proposition, service concept, job concept, dual positioning.