Value creation Some definitions Value created Customer willingness to pay supplier opportunity cost Value created by a firm Value created by al Value created by all others a player is your competitor if customers value your product less when they have hers as well suppliers value your business less when they have hers as well a player is your complementor if customers value your product more when they have his as well suppliers value your business more when they have his as well 15.834 Marketing Strategy15.834 Marketing Strategy Value Creation: Some Definitions Value created: Customer willingness to pay - supplier opportunity cost Value created by a firm = Value created by all - Value created by all others A player is your competitor if - customers value your product less when they have hers as well - suppliers value your business less when they have hers as well A player is your complementor if - customers value your product more when they have his as well - suppliers value your business more when they have his as well