Tenth International Conference on The Constructed Environment

Abstract

Value is co-created with customers if and when a customer is able to personalize his or her experience using a firm’s product-service proposition – in the form of new knowledge, higher revenues/profitability, and/or superior brand value/loyalty. This study includes a quantitative analysis based on expert evaluations and statistics of DeConi - a strategic marketing consultancy, based in Sofia, Bulgaria. The model is an adaptation of the foundation laid by Michael Porter. The agency has developed and applied a number of proprietary innovative marketing tools such as Eco Labyrinth, 3D Ecobus, Become Ecohero. They have proven to be extremely effective in attracting public attention and building awareness on topics like separate collection and recycling of packaging waste, nature protection, and sustainable development. They have provided knowledge and brought about changes in attitudes and behavior of millions of consumers in Bulgaria and Macedonia. The innovativeness and effectiveness of these marketing tools have been widely recognized by the professional community.