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This article argues that many business-market suppliers fail to precisely understand the value of their offerings from the customer’s perspective. Anderson and Narus introduce the concept of customer value models, data-driven tools that quantify the worth of an offering to customers by assessing both costs and benefits. They explain how suppliers can build these models—through field value assessments—and use them to: Tailor market offerings more flexibly Demonstrate value for new or improved products Craft stronger value propositions Provide evidence of value delivered to customers

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245: $a: Business Marketing: Understand What Customers Value
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100: $a: James C. Anderson & James A. Narus
650: $a: Business-to-business marketing
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250: $b: Harvard Business Review
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300: $a: 16