Managing the creation of consumer value chain in a global company

Under conditions of global competition to get more customers, marketing management of a transnational company needs to apply differentiated approach based on consideration of cross-cultural variations in global customer behavior, aside from standardized approach to creation of consumer value. This strategic approach of global companies' marketing management to operation on the global markets requires modifying the model of managing the creation of consumer value chain for both final and institutional global consumers. In this regard, the author suggests updating the well-known models of consumer value chain management developed by foreign and Russian scientists by modifying and supplementing these models with new data for global business. The author places a system of marketing research of the target values of global consumers at the beginning of creating consumer value chain by transnational companies' businesses. In is emphasized that the creation of an information-and-analysis base on the behaviour of global consumers will enable researchers to evaluate the extent of cross-cultural differences in the value system of global consumers. Provided these differences are significant, researchers and practitioners will be able to segment and account for additional values corresponding to the needs of the target segments of consumers from different cultures in the framework of business processes associated with the economic activity of global companies on external markets. The author believes that the model of consumer value chain management that is modernized for the purposes and needs of global businesses will enable marketing management of transnational companies to make justified decisions aimed at enhancing the perception of their brand value, as well as the company, products and services by consumers of different cultures, and thereby increasing the profitability of business.