What is Mutual Value

Relationship marketing evolves both in quantity and quality, as we can tell from the continuous incorporation of new constructs, models and technologies, the myriad of applications in different contexts, and the interaction with other marketing and management areas. Concepts and processes in relationship marketing continue to mature significantly with the help of developments made in other research fronts. In this sense, the concept of value as communicated by authors in the field (e.g., Hogan, 2001; Möller & Törrönen, 2003) brought light to the problem of relationship assessment, if we agree that value creation is critical for companies working together in a business relationship (Walter et al., 2001); thus, value creation must be the starting point for companies and customers to assess their relationships.