Supramaniam, SivakumariVarey, Richard J.FitzPatrick, Mary2014-03-262014-03-26null2012Supramaniam, S., Varey, R. J. & FitzPatrick, M. (2012). Support: Can it be a value creation strategy for positive marketing? International Proceedings of Economics Development and Research, 56, 125-128.https://hdl.handle.net/10289/8575In pursuit of improving people's wellbeing and engaging in positive marketing, this paper addresses the application of Vickers' Appreciation System to deepen our understanding of how people comprehend their environment and respond to improve their situation. The paper highlights how companies can collaboratively engage in people's appreciation and support them in fulfilling their needs.application/pdfenThis article has been published in the journal: International Proceedings of Economics Development and Research. Used with permission.support-seeking behaviourcollaborationvalue creationVickers’ appreciative systemJournal Article