Value Chains as the Tools for Differentiation of Offer in Services
Date
2016
Journal Title
Journal ISSN
Volume Title
Publisher
University of Zilina
Lang
en
Abstract
Customers are generally characterized by having different requirements in selection from the product offer.
They are interested in the so-called differentiated offers on the market because the differentiation of services is based on
providing higher added value to the customers in comparison with competitors. One of the ways of possible solution is the
use of value chain which enables company to find the opportunities to differentiate its product portfolio. The value chain
can be used for finding the sources of differentiation and suitable placement in a customer value chain, for identifying a
way to create the value of competition as well as for ensuring of the most profitable placement in supply and distribution
value chains. Contribution focuses on the possibility of using diagnostics of value chains in services and it also presents a
draft sequence of the diagnostic phases applied in the evaluation of activities/processes contained in the value chains. An
important part of this contribution is connected with the ideas about the completion of traditional value chain with virtual
value chain. It presents the proposals to discussion which should currently integrate the virtual world of information into
further value chains of service company activities.
Description
Keywords
differentiation, value chain, company activities, customer requirements