Calculating,creating, and claiming value in business markets: Status and research agenda |
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| Authors: | Gary L. Lilien Rajdeep Grewal Douglas Bowman Min Ding Abbie Griffin V. Kumar Das Narayandas Renana Peres Raji Srinivasan Qiong Wang |
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| Affiliation: | (1) The Pennsylvania State University, University Park, PA, USA;(2) Emory University, Atlanta, GA, USA;(3) University of Utah, Salt Lake City, UT, USA;(4) Georgia State University, Atlanta, GA, USA;(5) Harvard University, Boston, MA, USA;(6) Hebrew University of Jerusalem, Jerusalem, Israel;(7) University of Texas at Austin, Austin, TX, USA |
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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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