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

23 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 languageEnglish (US)
Pages (from-to)287-299
Number of pages13
JournalMarketing Letters
Volume21
Issue number3
DOIs
StatePublished - Jul 14 2010

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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