Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda
Published 5/31/2009
Author: Gary L. Lilien, Rajdeep Grewal, Min Ding, Doug Bowman, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, and Raji Srinivasan
Summary
A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. The authors conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. They discuss key problems, new developments and research challenges in each of these three domains and note the desirability for a deeper collaboration between academics and practitioners to address the research challenges.
© 2009 ISBM
All Rights Reserved
ISBM
AMA Content Partners
View this content