| Guide to Business Case Value Analysis | |
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Over the years, the business case approach to estimating value in B-to-B markets has emerged as the clear favorite among a number of practitioners and academics. This tutorial reviews the value equation underlying the basic theory and presents the key steps involved in developing a business case value analysis. It includes a case that provides an extended illustration of business case value analysis for a new drug in the health care market. |
| How Much Market Share Is Too Much? Managing the Paradox of Market Share | |
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Companies regularly get into trouble by pursuing market share beyond the point where such a pursuit is profitable. Certainly, the pursuit of share is not an inherently bad strategy. But there are places and ways to pursue share profitably-and unprofitably. This working paper presents the Limits to Share Curve (aka the Harmer curve) and The ABC Framework. Together, they can help managers in B-to-B markets develop a better understanding of both where and how to:
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| Getting Started with a Value-Based Pricing Strategy | |
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An analysis of the different value positions that your products claim in the competitive landscape is the starting point for shaping strategies that can maximize near- to medium-term profitability. The ABC Framework lays the foundation for doing that within the three strategic arenas that make up most B-to-B markets. This two-page guide presents an overview of this framework and the steps involved in adopting a value-based pricing strategy.
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| Surviving Price Negotiations with Tough Customers: How to Win at Value Tennis | |
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Smart buyers in B2B markets know that suppliers of the lowest priced products and services are often not their best choices. They look for the offering that promises the greatest net contribution to their bottom lines. During the last decade, however, many have become highly skilled at negotiating price concessions on bases other than cost~benefit tradeoffs. Using the metaphor of a tennis match, Value Tennis identifies the variety of tactics or "serves" these savvy customers use in trying to win price concessions. It also presents the types of "returns" salespeople have found useful in getting conversations with these tough customers back on the value track.
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