Abstract: In this paper we describe de application of a modeling framework, the so-called Conceptual Model Decomposing Value for the Customer (CMDVC), in a Footwear Industry case study, to ascertain the usefulness of this approach. The value networks were used to identify the participants, both tangible and intangible deliverables/endogenous and exogenous assets, and the analysis of their interactions as the indication for an adequate value proposition. The quantitative model of benefits and sacrifices, using the Fuzzy AHP method, enables the discussion of how the CMDVC can be applied and used in the enterprise environment and provided new relevant relations between perceived benefits (PBs).
Keywords: Value for the Customer, Assets management, Fuzzy AHP
Recieved: 10.10.2014 Accepted: 12.01.2015 UDC: 54.061