ABSTRACT
This chapter introduces innovation models that can impact on value and discusses the multiple facets related to the creation of value and value-based management. It emphasizes the links between the creation of value and ongoing marketing shifts as well as the area of measurability in marketing. The chapter focuses on the concept of shareholder value and its relationship with stakeholder theory. It examines the complexity of creating value in the new economy. The chapter shows that institutional logic requires companies to be more than money-making machines; they are also meant to be vessels for providing societal purpose. It covers intertwining topics relating to the subject of value in a global context. Innovation is a system-level problem and because of this, widespread change can be wholly ineffective. Executives commonly think that for innovation to flourish, all boundaries and restraints need to be removed in order for all ideas to be encouraged.
