Managing Customer Value in Business-to-Business Markets

Marketing Review St. Gallen 3/2014

9 Pages Posted: 30 Apr 2014

See all articles by Vikas Mittal

Vikas Mittal

Rice University

Carly Frennea

Jones Graduate School of Business

Robert A. Westbrook

Rice University - Jones Graduate School of Management

Date Written: March 2014

Abstract

Increased customer value can impact customer behaviors that drive company performance. As a result, firms must invest in the drivers of customer value. The authors describe a management tool that identifies the most relevant value creation activities, the satisfaction profit chain (SPC). As detailed in two case studies, the SPC is especially useful for B2B firms catering to small to medium-sized enterprises.

Suggested Citation

Mittal, Vikas and Frennea, Carly and Westbrook, Robert A., Managing Customer Value in Business-to-Business Markets (March 2014). Marketing Review St. Gallen 3/2014, Available at SSRN: https://ssrn.com/abstract=2430196

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

Carly Frennea

Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Robert A. Westbrook

Rice University - Jones Graduate School of Management ( email )

6100 Main Street MS 521
Houston, TX 77005
United States

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