Jack and Jill both love hot coffee. Jack likes to keep his coffee hot during the day while Jill doesn’t mind drinking room temperature coffee. Jack is willing to spend more money on a thermos than Jill is willing to spend. This example illustrates the following major limitation of employing the Economic Value Creation framework because

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When evaluating why the Economic Value Creation framework has limitations in this scenario, we need to examine how value is determined.
Option 1: 'determining the value of a good/service through the perspective of a consumers is not a simple task because consumers have different spending habits.' This aligns with a core idea of value creation: value is subjective and varies across individuals due to differing preferences and willingness to pay. Jack prefers a hot coffee and is willing to pay more for a thermos, while Jill is content with room temperature coffee and spends less. This heterogeneity illustrates that value cannot be one-size-fits-all when analyzed from the consumer’s viewpoint.
Option 2: 'overall macroeconomic factors such as the unemployment rate, and interest and exchange rates all have a direct bearing on stock prices.' While macro factors influence markets, they are not describing a fundamental limitation of the Economic Value Creation framework itself. This statement addresses financial market dynamics rather than how value is created or perceived by consumers.
Option 3: 'accounting data are historical and thus backward-looking.' Though true about accounting data, this describes a limitation of accounting as a measurement tool, not a specific limitation of valuing a good or service from the consumer’s perspective within the value-creation framework.
Option 4: 'accounting data focus mainly on tangible assets, which are no longer the most important.' This claim is incorrect in the context of the framework’s limitations because it incorrectly characterizes accounting data and its relevance to value; the issue at hand is consumer heterogeneity in value, not the focus of accounting on tangible assets.
In summary, the most relevant reasoning centers on the subjectivity of value and the diverse spending behaviors among consumers, which the Economic Value Creation framework must accommodate to accurately reflect how different individuals value the same good or service.

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