ABSTRACT
The best way to begin a business section is to show how Philip Kotler began his latest edition of Principles of Marketing. Fundamental value misalignments include the relative importance of health outcomes for patients. Much of the value learning and work is based on business thinking, and extends to leadership, employees and executives, partners and society. Businesses using value creation and value Dominant Logic have to examine what creates value for each one of their constituents and stakeholders and how to avoid destroying value. The business and social definition tries to build a boundary for the value ecosystem. In fact, value creation is a basic requirement for sustained human flourishing according to the author. Many people define a boundary for value creation, and very often value as well. Businesses have to look into the customer ecosystem, into the provider ecosystem and into the product and service ecosystem.
