"Demonstrating and Documenting Superior Value"

Li "Value Merchants: Demonstrating and Documenting Superior Value in Business Markets" de James C. Anderson, Nirmalya Kumar e James A. Narus em 2008 e aqui no blogue meti-o na categoria:

"Livros que desapontaram (se calhar sou eu que ainda não passei pelas experiências de vida que me ensinarão a apreciá-los devidamente)"

Confirma-se. Nunca é tarde para aprender, às vezes é demasiado cedo. Recomecei a sua leitura e é um confirmar de coisas que entretanto aprendi a avlorizar ao longo dos anos:

"To combat price concessions and commoditization pressures, firms have to fundamentally reexamine their philosophy of doing business and how they put it into practice. Suppliers must adopt a philosophy of doing business based on demonstrated and documented superior value and implement that philosophy using an approach we call customer value management. Customer value management is a progressive, practical approach to business markets that, in its essence, has two basic goals:
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1. Deliver superior value to targeted market segments and customer firms 2. Get an equitable return on the value delivered
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Demonstrating and Documenting Superior Value
Increasingly, to get an equitable or fair return, suppliers must be able to persuasively demonstrate and document the superior value their offerings deliver to customers. By "demonstrate," we mean showing prospective customers convincingly beforehand what cost savings or added value they can expect from using the supplier's offering relative to the next-best alternative.
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Value case histories are written accounts that document the cost savings or added value that reference customers have received from using a supplier's market offering.
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Demonstrating superior value is necessary, but it is no longer enough to become a best-practice company in today's business markets. Suppliers also must document the cost savings and incremental profits that offerings have delivered to customers. Thus, suppliers work with their customers to define the measures on which they will track the cost savings or incremental profit produced and then, after a suitable period of time, work with customer managers to substantiate the results. Documenting the superior value delivered to customers provides four powerful benefits to suppliers. First, it enhances the credibility of the value demonstrations for their offerings because customer managers know that the supplier is willing to return later to document the value received. Second, documenting enables customer managers to get credit for the cost savings and incremental profit produced. Third, documenting enables suppliers to create value case histories and other materials for use in marketing communications to persuasively convey to prospective customers the value they, too, might obtain from the supplier's offering. Finally, by comparing the value actually delivered with the value claimed in the demonstration and regressing these differences on customer descriptors, documenting enables suppliers to further refine their understanding of how their offerings deliver the greatest value."