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Theory

✔ A practical theory of value creation in branded goods and services

The origins of Meta Management were the ideas of the metaproduct, the intangible part of the perceived product. These ideas, published in 1985, anticipated the brand hype by years, and stated a consistent view on intangible properties and values and their importance for product development, marketing, and business in general.

Since then we have been developing our ideas and theories of business and marketing in line with the fundamental first concept. The attached article “On value creation in branded goods and services” points at the special conditions applicable to branded products only, thus differing from conventional theories used in education and practice.

Read the paper on the radical Value Theory of Marketing

Read more here: [pdf]

 

 

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