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Tiebreaker Selling
Anderson, James C.; Narus, James A.; Wouters, MarcArtículo HBS-R1403G-EIn B2B markets, suppliers of nonstrategic products and services tend to assume they have only two options for landing sales: stressing their offerings' unique characteristics and competing on price. The problem is, the features touted often don't matter to purchasing managers, and neither do price concessions. How, then, do you win their business? The authors' research with 46 companies points to a solution: After meeting the customer's basic spe...Desde 8,20 €
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Customer Value Propositions in Business Markets
Anderson, James C.; Narus, James A.; Van Rossum, WouterArtículo HBS-R0603F-EMarketingExamples of consumer value propositions that resonate with customers are exceptionally difficult to find. When properly constructed, value propositions force suppliers to focus on what their offerings are really worth. Once companies become disciplined about understanding their customers, they can make smarter choices about where to allocate scarce resources. The authors illuminate the pitfalls of current approaches, then present a systematic met...Desde 8,20 €