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

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 dom...

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Bibliographic Details
Published in:Marketing letters 2010-09, Vol.21 (3), p.287-299
Main Authors: Lilien, Gary L., Grewal, Rajdeep, Bowman, Douglas, Ding, Min, Griffin, Abbie, Kumar, V., Narayandas, Das, Peres, Renana, Srinivasan, Raji, Wang, Qiong
Format: Article
Language:English
Subjects:
Business and Management
Business innovation
Business management
Business to business
Business to business commerce
Conjoint analysis
Customer retention
Customers
Data mining
Design
Design elements
Economic value
Marketing
Marketing research
Product design
Product development
Product innovation
Research methodology
Research trends
Social networking
Social networks
Studies
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Summary: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.
ISSN:0923-0645
1573-059X
DOI:10.1007/s11002-010-9108-z