Methodological Approach to Creating Customer Value Chain

The article presents the author's methodology for creating customer value chain, which includes a set of methods and techniques, i. e., the method of structuring the business portfolio of producers by goods and consumers; a method for clarifying the main and supportive types of business processes for the production; the methodology for determining critical success factor in the identified business processes and determining the benefits and values of each critical success factor for various market segments; a method for identifying key factors in selected business processes that lead manufacturers to failure and developing marketing decisions to turn failure factors into success factors; a method for determining the added value for different market segments from the developed marketing-management solutions and a method for evaluating the effectiveness of customer value chain by product manufacturers. The author's methodology for creating customer value chain is provided on a basis of a case on organizing an eco-business at Ecocluster LLC, the largest Russian voluntary association of producers, suppliers and sellers of natural, environmentally friendly and functional products under the Ecofarm brand, in which hundreds of farmers, processors and owners of agrotourism complexes in 37 regions of Russia cooperate. The author's methodology is universal and can be applied in analyzing the effectiveness of creating customer value chain and making marketingmanagement decisions in order to create perceived and benefit by producers not only of organic products, but also of various types of products.