We are independent & ad-supported. We may earn a commission for purchases made through our links.
Advertiser Disclosure
Our website is an independent, advertising-supported platform. We provide our content free of charge to our readers, and to keep it that way, we rely on revenue generated through advertisements and affiliate partnerships. This means that when you click on certain links on our site and make a purchase, we may earn a commission. Learn more.
How We Make Money
We sustain our operations through affiliate commissions and advertising. If you click on an affiliate link and make a purchase, we may receive a commission from the merchant at no additional cost to you. We also display advertisements on our website, which help generate revenue to support our work and keep our content free for readers. Our editorial team operates independently of our advertising and affiliate partnerships to ensure that our content remains unbiased and focused on providing you with the best information and recommendations based on thorough research and honest evaluations. To remain transparent, we’ve provided a list of our current affiliate partners here.

What Is Value Migration?

Malcolm Tatum
By
Updated May 16, 2024
Our promise to you
SmartCapitalMind is dedicated to creating trustworthy, high-quality content that always prioritizes transparency, integrity, and inclusivity above all else. Our ensure that our content creation and review process includes rigorous fact-checking, evidence-based, and continual updates to ensure accuracy and reliability.

Our Promise to you

Founded in 2002, our company has been a trusted resource for readers seeking informative and engaging content. Our dedication to quality remains unwavering—and will never change. We follow a strict editorial policy, ensuring that our content is authored by highly qualified professionals and edited by subject matter experts. This guarantees that everything we publish is objective, accurate, and trustworthy.

Over the years, we've refined our approach to cover a wide range of topics, providing readers with reliable and practical advice to enhance their knowledge and skills. That's why millions of readers turn to us each year. Join us in celebrating the joy of learning, guided by standards you can trust.

Editorial Standards

At SmartCapitalMind, we are committed to creating content that you can trust. Our editorial process is designed to ensure that every piece of content we publish is accurate, reliable, and informative.

Our team of experienced writers and editors follows a strict set of guidelines to ensure the highest quality content. We conduct thorough research, fact-check all information, and rely on credible sources to back up our claims. Our content is reviewed by subject-matter experts to ensure accuracy and clarity.

We believe in transparency and maintain editorial independence from our advertisers. Our team does not receive direct compensation from advertisers, allowing us to create unbiased content that prioritizes your interests.

Value migration is a type of marketing approach or strategy that focuses on the task of discerning what a customer needs and then developing a new product or adapting an older product that will meet those needs. This approach makes it possible to anticipate changes in the needs and wants of customers and be prepared to meet those needs as they arise. In the process, the company is able to shift or migrate to a newer way of doing business that keeps the operation relevant to what is happening in the market now and in the future.

There are several benefits associated with value migration. Gaining and maintaining a competitive advantage is one of the most common advantages arising from using this type of marketing strategy. By constantly thinking of where consumer demands and preferences will move next, it is possible to stay ahead of competitors, sometimes seizing business opportunities and creating a presence before others begin to notice a newly developing avenue to a niche audience. This type of value migration is especially pronounced when a company is able to project the popularity of an emerging technology early on, and adapt its products for use in that new technology. An example would be paper companies who made copy paper in the middle 20th century but envisioned the advent of the desktop computer and home publishing, and adapted their product lines to meet those needs before those markets actually began to grow.

Another benefit of value migration is the ability to make use of an established and trusted brand to enter into new markets with relative ease. Drawing on consumer confidence in the brand, it may be possible to attract attention in newer markets and successfully compete with emerging companies in those markets. Doing so is especially important when demand for the older products offered by the business are in decline due to changes in consumer tastes or the advent of new technology that renders the older products obsolete. This approach can mean that if a company was once known for manufacturing high-quality typewriters, creating a new line of netbooks and handheld devices bearing that same brand name may increase the chances of capturing a significant amount of market share.

The process of value migration can make it possible to take advantage of opportunities that may have not been viable in years past. International air travel paved the way for entertainment companies to create and provide options such as music, movies or even rebroadcasts of television shows to passengers during an extended flight. More recently, the adaptation of certain types of software to run on several different types of operating systems means the ability to reach more consumers and increase the manufacturer’s bottom line, simple because those products can provide value to a wider range of consumers.

SmartCapitalMind is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.
Malcolm Tatum
By Malcolm Tatum
Malcolm Tatum, a former teleconferencing industry professional, followed his passion for trivia, research, and writing to become a full-time freelance writer. He has contributed articles to a variety of print and online publications, including SmartCapitalMind, and his work has also been featured in poetry collections, devotional anthologies, and newspapers. When not writing, Malcolm enjoys collecting vinyl records, following minor league baseball, and cycling.
Discussion Comments
Malcolm Tatum
Malcolm Tatum
Malcolm Tatum, a former teleconferencing industry professional, followed his passion for trivia, research, and writing...
Learn more
SmartCapitalMind, in your inbox

Our latest articles, guides, and more, delivered daily.

SmartCapitalMind, in your inbox

Our latest articles, guides, and more, delivered daily.