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The Concept of Shared Value in the Context of Newest Marketing Theories

In: Gamification and Consumer Engagement

Author

Listed:
  • Regina Virvilaitė

    (Kaunas University of Technology)

  • Aistė Dovalienė

    (Kaunas University of Technology)

Abstract

The chapter emphasizes context specific and multifaceted nature of the shared value phenomenon. Different methodological approaches towards the concept of value are analysed; mechanism of the shared value creation is explained, providing principles of value co-creation; and dimensions of shared value from two different perspectives—the customer and the company—are identified.

Suggested Citation

  • Regina Virvilaitė & Aistė Dovalienė, 2021. "The Concept of Shared Value in the Context of Newest Marketing Theories," Progress in IS, in: Rimantas Gatautis & Jūratė Banytė & Elena Vitkauskaitė (ed.), Gamification and Consumer Engagement, edition 1, pages 7-32, Springer.
    • Handle: RePEc:spr:prochp:978-3-030-54205-4_2
    DOI: 10.1007/978-3-030-54205-4_2
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