Recent technological, environmental, demographic, socio-economic, and political changes have created a more competitive, dynamic and integrated scenario, suggesting that the decision-making process within strategic formulation must be adjusted to this new reality. Based on the premise that value management is a subject of historical academic importance and one of the central objectives of the enterprise activity, the purpose of this descriptive research is to understand how the concept of Value, as defined by selected theories and views, can be applied to decision making in this new context. Thus, quantitative and qualitative techniques were adopted and 47 different types of Value were extracted from strategy, organizations and marketing literature, resulting in summarized aspects evaluated by 34 executives and entrepreneurs in terms of their adequacy to the business context. It is shown how five different views and theories - Industrial Structure, RBV, Value System, Stakeholders Theory and Consumer View - allow to a better understanding and application of the Value concept. The scope of this study focuses on the stakeholders’ Value system from the company perspective, but does not include valuation and moral values. The research main results indicate: the need for developing conceptual Value classifications; the high average degree of relevance of the Value aspects studied; and the high level of adequacy of the most relevant aspects of Value to the selected theories and views. One of the most important conclusions is that the integration of theories and views related to Value may lead to future theories and applications in Strategy.