The AERU Value Chain Compass

Value Co-Creation

Marketing

When innovation aims to increase revenue by creating greater value for final consumers, or by reaching out to a new market segment, managers must develop a marketing strategy to communicate the new value to their target audience. This may require collaboration across the value chain; for example, between the producers or processors who are investing in the innovation and the retailers who understand the values of their consumers. It also requires specialist competencies based on the ability to communicate with visual images and supporting text that consumers recognise as representing value from a high-quality premium product.

Questions for developing a value chain

• How are marketing activities organised among the partners in the value chain?

• How is collaboration between different partners rewarded?

• How are marketing claims tested for authenticity, especially when the enterprise responsible for the marketing is not the enterprise responsible for the innovation?