Book | 2008

Business Market Management: Understanding, Creating, and Delivering Value

by James C. Anderson, James A. Narus and Das Narayandas

Abstract

For business-to-business marketing courses. The authors build the book around a framework of understanding, creating, and delivering value.

Keywords: Customer Relationship Management; Customer Value and Value Chain; Cross-Cultural and Cross-Border Issues; Marketing; Marketing Strategy; Business Processes; Value;

Format: Print

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Anderson, James C., James A. Narus, and Das Narayandas. Business Market Management: Understanding, Creating, and Delivering Value. 3rd ed. Pearson Prentice Hall, 2008.

This case is about how the Boston Consulting Group has approached innovation from its founding to the present day. It discusses the role of the firm's talent market and client market in developing these innovations.

In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his innovation and success in shaping the retail image at Target and Apple, introduced dramatic departures from J.C. Penney's traditional retail approach, and enacted changes quickly and simultaneously, with little market testing. Over Johnson's final 12 months as CEO, J.C. Penney shares dropped more than 50%. The case describes the environments at Target, Apple, and J.C. Penney during Johnson's tenure and how his experiences may have shaped the strategies that he implemented while CEO at J.C. Penney.

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Business Market Management: Understanding, Creating, and Delivering Value

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