ABSTRACT
This chapter discusses value as seen by various dominant logics, and then goes into customer value, its principles and measurement, and integrated Value. The concept of intrinsic value has been described variously as what is valuable for its own sake, in itself, on its own, in its own right. By contrast, extrinsic value has been characterised mainly as what is valuable as a means, or for something or someone else’s sake. Value exists in some form or other, waiting to be perceived, and when perceived, the value is enhanced or diminished depending on the viewer of the value and on the perception of the user or recipient of value. Value is perception-defined, it can be created, it migrates, is captured and stopped, co-created and can also be lost and found. Value theory, is also called axiology, studies which things are good or bad, how good or bad they are, what it is for a thing to be good or bad.
