Creazione di valore e canali di marketing: alcune riflessioni sull’industria del mobile

The aim of this paper is to describe the changes occurring in three furniture companies, Ikea, Febal and Scavolini in the customer value creation processes; the attempt is to emphasize how these processes can be better captured by a “representation” that is faraway from the traditional, “porterian” value-chain viewpoint and that we can call a value-network concept, bringing together different contributions in mainstream literature. In particular, this approach seems even more valid to catch the dynamics characterising the companies in relation to the marketing channels and distribution processes they are involved in. The opportunity to create a superior and new customer value depend more and more by an increasing number of actor, new activities and different resources; the emergence of the customer value results from downstream and upstream actors interacting simultaneously in each phase and bringing together different resources: competencies, skills, products, machines and information.