Consumer Markets and Value Transformation in the Global Context

We propose that one way to examine the transformational potential of markets is to conceptualize and analyze markets as value creating enterprises operating under specific economic/cultural/social/temporal/historical arrangements. We develop a framework that incorporates and integrates the four systems of value: exchange, use, sign/cultural and societal value.


Alladi Venkatesh, Lisa Peñaloza, and Özlem Sandıkcı (2012) ,"Consumer Markets and Value Transformation in the Global Context", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 129-133.


Alladi Venkatesh, University of California Irvine, USA
Lisa Peñaloza, Bordeaux Management School, France
Özlem Sandıkcı, Bilkent University, Turkey


NA - Advances in Consumer Research Volume 40 | 2012

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