MANAGING THE CREATION OF CONSUMER VALUE CHAIN IN A GLOBAL COMPANY

In this article, the authors come to a conclusion that in the context of global competition for a consumer, marketing-management of international companies needs to apply customized solutions based on cross-cultural variations in behaviour of global consumers in addition to standardized approach to creation of consumer value. This strategic approach of marketing management of global companies to operations on the world markets requires modification of the well-known models of managing the creation of consumer value chain. The authors suggest updating these models of creation of consumer value chain and placing a system of marketing research of the sought values of global consumers at the foundation of the creation of consumer value chain by international companies businesses. They emphasize that the creation of an information and analytical base on the behaviour of global consumers will enable researchers to evaluate the extent of cross-cultural differences in the value system of global consumers. Provided these differences are significant, researchers and practitioners will be able to segment and account for additional values corresponding to the needs of the target segments of consumers from different cultures in the framework of business processes associated with the economic activity of global companies on world markets. The authors believe that this updated model will enable marketing management of international companies to make informed decisions aimed to enhance perception of the value of their brand, company, products and services by consumers from difference cultures, thereby contributing to the increase in profitability of the global companies business.