Anderson, James C. and James A. Narus, "Business Marketing: Understand What Customers Value," Harvard Business Review, Nov-Dec 1998.
| The best article in the last ten years dealing with customer value analysis in business markets. |
Forbis, John L. and Nitin T. Mehta, "Value-Based Strategies for Industrial Products," Business Horizons, May-June 1981.
| The first article to lay out business case value analysis in a sound, comprehensive way. Still one of the best articles on the subject. |
MacMillan, Ian C. and Rita Gunther McGrath, "Discovering New Points of Differentiation," Harvard Business Review, July-Aug 1997.
| Lays out a solid approach to adding new differentiation to products in danger of becoming commodities. Focuses primarily on consumer examples, but the concepts can be applied just as readily in B2B settings. |
Shapiro, Benson P. and Barbara B. Jackson, "Industrial Pricing to Meet Customer Needs," Harvard Business Review, Nov-Dec 1991.
| An excellent overview of value-based strategies by two of the early leaders in the field. |
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