A marketing scholar with a Christian perspective can understand that organizations exist to serve others: more specifically, organizations exist to design and deliver superior value. Without such focus, customer needs go unmet, organizations become myopic, corporate reputation suffers, and revenues are left for another provider to take. Whether selling ball bearings, providing national security, or cleaning teeth, the focus of an organization should be on designing and delivering value. Over and over, literature is replete with evidence that delivering value brings prosperity to organizations, delights customers and buttresses the ethical climate of an organization.
While contemplating your approach to marketing, consider the following:
1. Is there a basis in the Bible for a focus on value? Justify your answer.
2. Name and describe an organization that delivers superior value.
3. Do you think organizations that deliver value have different characteristics from those whose sole focus is on profit? Explain.