Value Creation 4.0

To be published in 2019

The book focuses on customer-oriented planning, development and management of products and services and covers key topics in value creation in 14 chapters.

Call for Case Study Contributions:

We are looking for case study contributions for our book titled “Value Creation 4.0” authored by Professor Gabor Rekettye. The book focuses on customer-oriented planning, development and management of products and services. Value Creation 4.0 intends to give a comprehensive overview of the tasks to ensure the competitiveness of the firm’s offer. Part 1 defines and explores the concept of customer value, the classification of products and services with special regard to the new conditions provided by the fourth industrial revolution. Part 2 analyses the new interpretation of the main components of customer value – i.e. the quality, the attractiveness of products and the customer experience surrounding them. Part 3 describes the corporate management of the value with special emphasis on the structure of the companies’ offer and the requirement of positioning on the different levels of the target market. Part 4 deals with the innovations and the development of new products in this new environment.

The following topics are the areas we are looking for case contributions, however, we are open to suggestions as long as they fit the scope of the book, primarily interested in cases which explore the following topics:

  1. Customer value components of a consumer product or of a company’s offer – possibly in the premium segment of the market.
  2. Customer value components and of a technology-based product or of a technology-based company’s offer and the changes in value caused by the fourth industrial revolution.
  3. How a service provider (for example a bank) can maintain or increase its pool of customers with using the means of customer experience.
  4. The requirements of value management in a manufacturing (or trading) company.
  5. The components of the value management in case of a University – preferably a Business School.
  6. The development and market introduction of a new product in a market where disruptive innovations are prevailing.

The format of the case studies are as follows:

  • 500 to 1500 words
  • May include 1-2 images, 1-2 tables
  • Must include list of references at the end (not included in the word count)
  • If applicable, all permissions must be secured by the contributor. These may include the use of company, brand or product names, interview materials, other published materials.
  • A short biographical note (max 100 words) about the contributor must be sent.
  • All submitted must be free from linguistic errors.

Selected case studies will appear at the end of relevant chapters/sections and clearly indicate the authors and affiliation.

Each contributor will receive a copy of the book once it is published.


  • 200 words Proposal submission deadline: 15 January 2019
  • Full text submission deadline: 31 March 2019
  • The book will be published in the first half of 2019.

Please email your proposals and full texts to



Gábor REKETTYE, MSc, PhD, DSc, is Professor Emeritus at the Institute of Marketing and Tourism, University of Pécs, Faculty of Business & Economics, Hungary. He is also Honorary Professor at the University of Szeged, Faculty of Business Administration. He received his master’s degree at the Budapest University of Economics, and his PhD at the Hungarian Academy of Sciences, both in economics. Dr Rekettye is the author of several textbooks, which are taught at different Universities in Hungary. In addition, he has written over 300 publications in Hungary and abroad. In his career, he was working in the industry, in foreign trade and for five years he has served as commercial counsellor of Hungary in Tokyo, Japan. Between 1993 and 1996 he was the Dean of the Business School. For 16 years, between 1993 and 2009 he was heading the Marketing Department of the School. In 2003, Gábor Rekettye received the highest scientific title in Hungary, ‘The Doctor of the Hungarian Academy of Sciences’ (DSc). In 2005, he was elected to Chairman of the Committee of Marketing Science at the Hungarian Academy of Sciences. He served in this position until 2011. In 2013 he received the Hungarian Order of Merit Officer Cross from the President of Hungary.

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