REFLEXÃO E IMBRICAÇÃO DAS ATIVIDADES DA FIRMA COM SEUS VALORES DE USO E DE TROCA/REFLECTION AND EMBEDDEDNESS OF ACTIVITIES OF THE FIRM WITH ITS USE VALUE AND EXCHANGE VALUE

The firm exists for the purpose of creating use value with commercial value. The exchange value should pay for the firm activities and also generate some financial and non-financial benefits. Both, use value and exchange value depend on the firm activities such as: finding, keeping, transforming and distributing. On the other hand, the organizational strategy should involve both, the creation side and also the value protection and expansion. Besides, the consumer participation and colaboration in the cocreation process have permitted some firms to obtain competitive advantages in relation to other traditional organizations. The article tries to contribute with the development of the strategic field through value analysis and the linkage with the different product levels.