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

doi:10.1007/s11002-010-9108-z

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

BA Business Department

Research output: Contribution to journal › Article › peer-review

27 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 language	English
Pages (from-to)	287-299
Number of pages	13
Journal	Marketing Letters
Volume	21
Issue number	3
DOIs	https://doi.org/10.1007/s11002-010-9108-z
State	Published - 2010

Keywords

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

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10.1007/s11002-010-9108-z

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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.",

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AU - Narayandas, Das

AU - Peres, Renana

AU - Srinivasan, Raji

AU - Wang, Qiong

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KW - B2B markets

KW - Customer needs

KW - Customer value

KW - Product design

KW - Serial innovators

KW - Social networks

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

Abstract

Keywords

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