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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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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