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Fundamentals of Value

Fundamentals of Value

In stormy economic seas, value can serve as an anchor by reminding you that every initiative you engage in should be grounded in a clearly articulated customer value proposition

In stormy economic seas, value can serve as an anchor by reminding you that every initiative you engage in should be grounded in a clearly articulated customer value proposition. If you focus relentlessly on defining value as customers do, designing your offerings based on what customers value, and measuring your performance in terms of the value that customers experience, you will find your destination. Good luck on the journey.

Mohanbir Sawhney is the McCormick Tribune Professor of Technology at Northwestern University's Kellogg School of Management. He can be reached at mohans@kellogg.northwestern.edu

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