Turning value into money

Abstract

Providing customers with value is often not enough for a company to operate profitably. While ensuring that a product or service offers value to users and customers, there must be a conscious plan to capture a portion of that value. This is called monetization (turning value into money) and is often sudden and destructive of value, as when managers employ short‐term tactics to meet a budget shortfall. Smarter monetization strategies include ways of voluntarily extracting value though brand management or creating a market for liquidating inventories. This will allow managers to meet budgets without compromising company value.

Citation

Docters, R.G., Reopel, M.R., Sun, J. and Tanny, S.M. (2004), "Turning value into money", Journal of Business Strategy, Vol. 25 No. 4, pp. 25-30. https://doi.org/10.1108/02756660410547368