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Customer Value Propositions in Business Markets
Anderson, James C.; Narus, James A.; Van Rossum, WouterArticle HBS-R0603F-EMarketingExamples of consumer value propositions that resonate with customers are exceptionally difficult to find. When properly constructed, value propositions force suppliers to focus on what their offerings are really worth. Once companies become disciplined about understanding their customers, they can make smarter choices about where to allocate scarce resources. The authors illuminate the pitfalls of current approaches, then present a systematic met...Starting at €8.20
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Liquid Death: Water Made Metal
Anne Wilson; Kelly Goldsmith; Kaylee TaoCase IVEY-W28658-EMarketing, StrategyFounded in 2017, the canned-water company Liquid Death had raised about US$125 million in venture capital funding and created a strong following within the punk and heavy metal communities. However, the brand was seeking to expand and needed to choose the best growth strategy, which involved deciding which customers to target, whether to develop new products or line extensions, how to continue to use promotions and communications to defend the br...Starting at €8.20
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Customer Value Propositions in Business Markets (Spanish version)
Anderson, James C.; Narus, James A.; Van Rossum, WouterArticle HBS-R0603FMarketingassuming that any favorable points of difference must be valuable for the customer. Drawing on the best practices of a handful of suppliers in business markets, the authors advocate a resonating focus approach. Suppliers can provide simple, yet powerfully captivating, consumer value propositions by making their offerings superior on the few elements that matter most to target customers, demonstrating and documenting the value of this superior pe...Starting at €8.20