Calculating, creating, and claiming value in business markets: Status and research agenda

Gary L. Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan, Qiong Wang

Research output: Contribution to journalArticlepeer-review

25 Scopus citations

Abstract

A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. We conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. We 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.

Original languageAmerican English
Pages (from-to)287-299
Number of pages13
JournalMarketing Letters
Volume21
Issue number3
DOIs
StatePublished - 2010

Keywords

  • B2B markets
  • Customer needs
  • Customer value
  • Product design
  • Serial innovators
  • Social networks

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