"Why the Highest Price Isn't the Best Price," MIT/Sloan Management Review, Winter, 2010.
How to practice value-based pricing that boosts profits and promotes better relationships with customers.. Axios faculty affiliate, James Anderson and his co-authors answer the question: if charging the highest price isn't the best strategy, what is?. They share best practices in using pricing tactics to motivate customers to take actions that benefit the supplier.
"Customer Value Propositions in Business Markets," Harvard Business Review, March 2006.
Examples of customer value propositions that resonate with customers are exceptionally difficult to find. Axios faculty affiliate, James Anderson and his co-authors illuminate the pitfalls of current approaches, then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value.
"Introducing New Products Can Be Hazardous to Your Comany:Use the Right New Solutions Delivery Tools," Academy of Management Executive, August 2001.
New product failure rates remain exceptionally high despite increasing efforts by academic and corporate researchers to develop new theories and approaches to reverse this trend. The conventional wisdom that has emerged is useful, but insufficient to improve your success rate. The authors, Eric Berggren and Thomas Nacher, share best practices from leading innovators who achieve success by moving beyond conventional wisdom to follow three emerging rules.
"Can Suppliers Afford Not To Build Customer Value Models?" Axios White Paper, 2007.
In this white paper, Axios Faculty Affiliate, James Anderson, shares a case example to demonstrate that suppliers who don't measure customer value will be unable to capture a fair share of their value when confronted with even the most basic purchasing tactics.
"Business Marketing: Understanding What Customers Value," Harvard Business Review, November-December 1998. The ability to pinpoint the value of a product or service for one's customers has never been more important. By creating and using what the authors, James Anderson and James Narus, call customer value models, suppliers are able to figure out exactly what their offerings are worth to customers.
"Rethinking Distribution: Adaptive Channels," Harvard Business Review, Jul-Aug, 1996.
By sharing resources and capabilities, Axios Faculty Affiliate, James Anderson and his co-author show that companies can meet their customers’ most extraordinary needs.
Books
Value Merchants: Demonstrating and Documenting Superior Value in Business Markets.
In this authoritative book, Axios faculty affiliate, James Anderson, and his co-authors explain how companies in business markets can use customer value management techniques to estimate the value of your market offerings, create value propositions that resonate with your customers, and maximize the return you will get on the superior value that you deliver. One of Axios' customer value innovation tools is highlighted in chapter 3.
Kellogg on Integrated Marketing
This cutting-edge book with contributions by the star faculty of the Kellogg School of Management offers the latest thinking on the art and science of integrated marketing. Axios co-founder, Eric Berggren, and faculty affiliates, Bob Calder and Rick Kolsky, contributed chapter 12 on "Intergrated Marketing and the Web."
Customer Equity: Building & Managing Relationships as Valuable Assets.
What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer equity be measured? In this book, Axios faculty affiliate, Robert Blattberg, and his co-authors provide a solution: a fully developed, highly practical new marketing system for measuring and managing customer equity as a financial asset.
Business Market Management: Understanding, Creating & Delivering Value.
Co-authored by Axios faculty affiliate, James Anderson, this is the leading business-to-business marketing textbook in the world, bringing together venerable past thinking and leading-edge thinking to provide a progressive approach to managing business markets. The book explores the process of understanding, creating and delivering value to targeted business markets and customers. Relying upon empirical assessment of value in the marketplace, it provides a means of gaining an equitable return on value delivered and enhancing a supplier firm's present and future profitability.
Kellogg on Branding
This cutting-edge book with contributions by the star faculty of the Kellogg School of Management offers the latest thinking on branding. James Anderson co-authored chapter 9 on "Brand Strategy for Business Markets."
