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Creating Value


Please watch this short video tutorial about how to enroll in this course: 

About This Course

We all seek value for ourselves, as well as for our businesses and for our society. However, because we are so immersed in our day-to-day functional management, we often overlook opportunities for value creation, possibly to the detriment of our businesses and societal needs. Successful organizations and leaders create value for their eco-systems which include themselves, customers, employees, partners and other stakeholders. This happens mostly unconsciously, yet there are challenges in gauging and assessing ‘value’ and its impact. 
The business and academic world is becoming serious about creating value for all stakeholders. The CEOs of the largest US companies through the Business RoundTable signed off on creating value for stakeholders in 2019. This thought was echoed by Davos in 2020. 
  • What should companies do and how?
  • Should they extract more value from stakeholders than create value for them and why?
  • How do they make social and environmental focus important?
  • How do they get their leaders and executives to create value and improve profits?
  • How can executives learn more about and create more value and become extra successful?


 This course, a joint effort between the Creating Value Alliance and the University of South Florida, will give you tools to answer these questions. 

 Concurrent with the 4th Global Conference on Creating Value, we will hold a certification program. With the Business Roundtable and Davos both stating that the purpose of a business is to create value, it becomes imperative that executives and students learn what creating value means and to use this in the businesses they work in.

The certification program will include topics such as:

  • What is Value and how do you create it
  • Who are the stakeholders
  • Do you create more value for stakeholders than they create for you?
  • What should you do? How would you measure value and Customer Value Added Examples of Value?
  • Creation in companies and Value destruction
  • Creation a Creating Value strategy
  • Creating Value and Pricing

To finish this course, participants must view 7 lectures in this course out of the total 14 lectures. After each lecture, there will be a quiz in which the participants must achieve 70% or more to get a passing grade in each lecture. 

The contents of this course is free of charge. However, if the participants would like to get a certificate from the University of South Florida, they need to pay $69 certification fee. 

Course Time: 10 hours


This course is open to all and does not have any prerequisites.


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Jag Sheth

Jagdish N. Sheth, Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Over 50 years of experience in teaching and research at University of Southern California, University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory. Dr. Sheth is a recipient of the 2020 Padma Bhushan Award for literature and education, one of the highest civilian awards given by the Government of India. He is a Fellow of the Academy of International Business (AIB); the Association of Consumer Research (ACR); the American Psychological Association (APA); and the American Marketing Association (AMA). He is a Distinguished Fellow of the Academy of Marketing Science (AMS) and the International Engineering Consortium. He is the recipient of all four top awards given by the American Marketing Association (AMA). Professor Sheth has been advisor to numerous corporations all over the world. He has authored or coauthored more than three hundred papers and numerous books. Dr. Sheth is the Founder of Center for Telecommunications Management (CTM) at University of Southern California (USC), Founder and Chairman of India, China, and America (ICA) Institute which analyzes the trilateral relationship and its impact on geopolitics, security, trade, and investment, and the Founder and Chairman of the Academy of Indian Marketing (AIM) which supports research and scholarship among Indian scholars in marketing and management. He and his wife, Madhu Sheth, have established the Sheth Family Foundation to support several charities in India and in the United States and the Madhuri and Jagdish Sheth Foundation to support scholars and scholarship in the field of marketing. The Sheth Foundation supports the AMA-Sheth Foundation Doctoral Consortium, hosted annually by different universities. Finally, Professor Sheth is the Founder and Chairman of the Academy of Indian Marketing (AIM) which supports research and scholarship among Indian scholars in marketing and management.

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Raul Gomez Vasquez

He is the CEO of FYD Inversiones S.A.C.2 Cerritos. He has a Business Administration degree from Universidad Peruana de Ciencias Aplicadas (UPC), MBA from Universidad ESAN. He has been coursed the Latin-American Program for Business Organizations from INCAE; the Global Management and Professional Leaders Program organized by University of Maryland – Robert H. Smith School of Business with CAME-School of Middle Management (Perú); and the Intensive Management Program on Leadership and Decision Making, from Harvard University. Actually is the General Manager of 2 Cerritos, with more than 20 years of experience in different industries like banking, mining, oil and energy sectors.

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Thomas Sasso

Thomas (pronouns he/they) is an assistant professor of management at the Gordon S. Lang School of Business and Economics at the University of Guelph. He teaches about leadership, organizational behaviour, and human resource systems with a focus on equity, diversity, and inclusion (EDI). Thomas’ research seeks to understand the experiences of diverse and marginalized populations and improving interpersonal dynamics and organizational systems. He co-founded the Sexual and Gender Diversity Research Lab in 2014, is an expert panelist for the Global Diversity, Equity, and Inclusion Benchmarks, and is the Lang EDI Coordinator. Over the past decade, Thomas has also worked as an independent diversity and inclusion consultant and actively volunteers in his professional organizations and communities.

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Moshe Davidow

Dr. Moshe Davidow has been involved in Customer Quality for more than 35 years. In 1989 he established and managed Israel’s first customer service department, showing an ROI of 177%. In 1993, he studied service quality with Prof. Len Berry, and received his Ph. D. from Texas A&M in 1998. Since then, he has been teaching in business schools, publishing research and consulting with managers. He is currently working as an adjunct lecturer at Ben Gurion University, University of Haifa, and the Technion (Israel Institute of Technology), teaching various courses in marketing, Services and Social Ventures. Moshe is actively researching the field of Value Destruction, and Complaint Management as a strategic resource for the organization. His work has been published in the Journal of Creating Value, Journal of Service Research, and the Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior (among others). He may be reached at

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Arash Azadegan

Arash Azadegan (PhD, W.P. Carey School of Business, Arizona State University) is an Associate Professor at Rutgers Business School and the Director of Supply Chain Disruption Research Laboratory (SCDrl). He teaches courses on procurement, supply management and supplier risk management. His research focuses on supply chain disruptions, and the effect of inter-organizational response and recovery effort to mitigate them. Dr. Azadegan has ongoing experiment based research projects on the role of organizational, leadership and supply chain resilience in the face of natural and man-made disruptions in general and humanitarian supply chains in particular. . Dr. Azadegan’s work is published in several top Operation/Supply Chain Management journals including the Journal of Operations Management, Journal of Supply Chain Management, Production and Operations Management, Journal and the Decision Sciences Journal among others.

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Edyta Dorota Rudawska

Prof. Edyta Rudawska PhD, is head of Marketing Department at the University of Szczecin in Poland. She is interested in issues regarding marketing, customer relationship management, sustainability marketing and marketing management. She is an author or co-author of over 230 publications. Her latest book is titled: Sustainability Marketing Concept in European SMEs. Insights from the Food&Drinks Industry, (Ed.), Emerald Publishing House 2018, Great Britain. She is a member of the Committee of Organization and Management Sciences of the Polish Academy of Sciences and a board member of the Polish Scientific Marketing Society. She has participated in scientific internships and research programs in Cyprus, Great Britain, Sri Lanka and USA. She has been a visiting professor at Guangdong University of Foreign Studies (China) and at University of Jaen (Spain). In 2019 she has been awarded by the Minister of Science and Higher Education in Poland for remarkable achievements in the field of science.

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Cristina Mele

Cristina Mele (PhD) is Full Professor of Service Innovation and the coordinator of the PhD in Management at the Department of Economics, Management and Institutions, University of Naples Federico II. She is delegated of Innovation and Third Mission at University. Her main research interests are innovation and smart technologies, value creation, markets and service ecosystems. She has more than 220 publications. Her articles have appeared in Journal of The Academy of Marketing Science, Marketing Theory, Industrial Marketing Management, Journal of Business Research, Journal of Service Management and Journal of Service Theory and Practice. Cristina is one of co-chairs of The Naples Forum on Service. She is on the Editorial Review Board of Journal of Service Theory and Practice and The AMS review. She is an ISSIP ambassador (International Society of Service Innovation Professionals).

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Fathi Tlatli

Fathi Tlatli is the President of DHL’s Global Auto-Mobility Sector responsible for the integrated strategy, the global development and the global customer management program for DHL Customer Solutions & Innovation. Fathi has held several international positions. He is with DHL for over 20 years. He has been Vice President for the EMEA Engineering & Manufacturing Sector. Then received additional responsibility for the Global Aerospace Sector, before taking global responsibility for the Auto-Mobility sector in 2009. Fathi is the author of books on Time Management and Marketing in Emerging Markets, as well as articles in the international management field. He is also a professor at the ICHEC Brussels Management School.

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Carolynn Chalmers

Carolynn Chalmers is the Chief Executive Officer of the global Good Governance Academy and manages Africa’s largest online governance social network. Carolynn assists leaders and leadership teams to understand and apply governance principles to create value for their organisations. She makes use of her expertise and experience in corporate governance, organizational strategy, Digital Transformation and IT to do so. Carolynn has extensive management and governance experience and has held various Chief Information Officer, Chief Technology Officer, Board, Board Committee and Executive roles for international, listed, private and public organisations. Her experience spans many industries and is best known for her successes in designing and leading large, complex strategy and organisational transformation implementations - she attributes this success to the application of good governance principles.

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Katsuhiko Kokubu

Katsuhiko Kokubu is a Professor of Social and Environmental Accounting at Kobe University Graduate School of Business Administration. He has been appointed as Head of Kobe University Value School since April 2020. He completed his PhD in Management at Osaka City University. Professor Kokubu is a leading scholar of sustainable management and accounting and has been heading international standardization of material flow cost accounting (MFCA) as a convenor for ISO/TC207/WG8. Professor Kokubu published more than 30 books and 200 papers (in English and Japanese) published by leading journals. His latest English book is Sustainability Management and Business Strategy in Asia, World Scientific, 2019.

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Bharat Wakhlu

Bharat is a transformational Thought-Leader, a Futurist, an innovative and ethical Value-Creator, Leadership Coach, Mentor, and a facilitator of beneficial-change. In an international career with the corporate sector spanning over three and a half decades, he has transformed, and continues to energize, enterprises and organizations, helping them to collaboratively solve tough societal, governance and economic problems. Bharat believes that the inordinate emphasis of investors and businesses on growth alone – without determining whether such growth contributes to greater Value for all and for our Planet -is a fundamental flaw in modern-day economic theory and metrics and needs to be remedied forthwith. A Fellow of the American Society for Quality (ASQ), and of the All-India Management Association (AIMA), he is also the co-founder (with his brother, Arun Wakhlu) of the Foundation for Peace and Compassionate Leadership ( He is a sought-after Keynote speaker, a Leadership Coach, and is the author of four books. He is a passionate drone photographer and golfer.

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Youji Kohda

Youji Kohda received a Bachelor of Science and a Doctor of Engineering from The University of Tokyo in 1981 and 1986, respectively. He worked as a researcher at Fujitsu Limited (1986), chief researcher at Fujitsu Laboratories Limited (1999), senior researcher at Fujitsu Laboratories Limited (2002), FI project member at Fujitsu Limited (2007), Field-Innovator at Fujitsu Research Institute (2008), and Field-Innovator at Fujitsu Limited (2009). He is currently a professor at the Graduate School of Knowledge Science in Japan Advanced Institute of Science and Technology, Japan. His areas of research specialties include internet service, service science, and business innovation.

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Kosuke Motani

Kosuke Motani joined the Development Bank of Japan in 1988 and currently serves as Chief Senior Economist at the Japan Research Institute. Motani has been known as "The Top Figure in Japan in creating and presenting strategies for national/local governments, private enterprises and NPOs toward their economic prosperity and business success. He is the author of award-winning best sellers including “Defure no Shotai (“Silver Tsunami” or Non-monetary deflation in Japan)” and “Satoyama Capitalism”. Drawing on his own fieldwork within 3,200 municipalities and 114 overseas countries, he has written and lectured on regional development, population maturation issues, tourism promotion, etc. Motani graduated from the University of Tokyo with a B.A. in Law and acquired an MBA from Columbia University.

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Vishesh Chandiok

As Chief Executive Officer of Grant Thornton Bharat, Vishesh leads the execution of the Firm’s strategy and vision and is responsible for its operations and growth. Vishesh drives the Firm’s relationship with some of the most dynamic private, public, and multinational clients and assists them in unlocking their growth potential. He has been involved with UK and US IPOs of several Indian businesses and cross-border acquisitions by Indian companies and has helped global multinationals succeed in India. For over 20 years, Vishesh has been one of the most vocal promoters of the need for Indian family businesses to adopt formal governance structures and succession planning frameworks, thereby preserving business legacy. Vishesh has been the primary advisor to the World Bank’s report, Observance of Standards and Codes (ROSC), on accounting and auditing. In collaboration with large corporates, the audit profession and regulators, the report set out the action plan on accounting and auditing for India. Vishesh works closely with the global Grant Thornton network and its member firms. He has been associated with several global committees, including the Senior Leadership Program at SAID Business School, the University of Oxford, and in incubating Global Research and Global Delivery from India for benefit of the network. On 1 January 2016, Vishesh became the youngest member to be elected to the Global Board of Governors of Grant Thornton International Limited, the ultimate decision-making authority within the Firm. Vishesh is a Chartered Accountant from the Institute of Chartered Accountants in England and Wales, UK, and holds a Master of Science in Business and Management from the University of Strathclyde, Glasgow, UK. He has been working with Grant Thornton in the UK and India for over 20 years.

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Ramesh Iyer

Mr. Ramesh Iyer’s key mandate at Mahindra Group is to drive inclusive growth, aligned to our guiding belief of driving rural prosperity. He has been instrumental in building Mahindra Finance since 1994 into one of India’s leading rural finance companies. Mr. Iyer manages the Financial Services Sector of the Mahindra Group which includes Mahindra & Mahindra Financial Services Limited, Mahindra Insurance Brokers Limited, Mahindra Rural Housing Finance Limited, Mahindra Asset Management Company Private Limited and Mahindra Trustee Company Private Limited. He also oversees the operations of Mahindra Finance USA, LLC., a U.S. joint venture with De Lage Landen Financial Services Inc., (DLLFS) a wholly-owned subsidiary of the Rabobank Group. The total Assets Under Management (AUM) of the Sector is around Rs. 80,000 Crores (around 11 billion US$). Mr. Iyer has been closely involved in the development of the Country’s dynamic Financial Services Sector. Mr. Iyer chairs the Finance Industry Development Council (FIDC) and is the Co-Chairman of the NBFC Committee of IMC Chamber of Commerce & Industry as well as the National Committee on Financial Inclusion and Fintech of the Confederation of Indian Industry (CII). He is also an eminent member of CII’s National Committee on Leadership & HR, the Banking & Finance Committee of the Bombay Chamber of Commerce and Industry (BCCI) and the Taskforce of NBFCs of the Federation of Indian Chambers of Commerce and Industry (FICCI). He also serves on the boards of several Mahindra Group Companies. Apart from being on the various bodies of the Financial Services Sector, Mr. Iyer is also on the Advisory Boards of various Educational Institutions like IITB-Washington University, Vidyalankar Institute Of Technology – School Of Management, WeSchools’ PGDM-Rural Management Committee and on the College Development Committee of Vivek College of Commerce.

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Hermann Simon

Hermann Simon is the Founder and Honorary Chairman of Simon-Kucher & Partners. He is the only German in the Thinkers 50 Hall of Fame‚ of the most influential management thinkers in the world. Before committing himself entirely to management consulting, Simon was a professor of business administration and marketing at the Universities of Mainz (1989-1995) and Bielefeld (1979-1989). He was also a visiting professor at Harvard Business School, Stanford, London Business School, INSEAD, Keio University in Tokyo and the Massachusetts Institute of Technology. Professor Simon has published over 40 books. His most recent book is True Profit! No Company Ever Went Broke from Turning a Profit. Former president of the European Marketing Academy (EMAC), Simon is co-founder of the first Special Purpose Acquisition Company (SPAC) listed on the German Stock Exchange, and the first search fund in Germany. In China, the Hermann Simon Business School is named after him.

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