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How Creating Customer Value Makes You a Great Executive by Gautam Mahajan

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CHAPTER 14

Total Customer Value Management, Pricing and Preventing Commoditization

The reader has made a journey to understand Total CVM, how to measure Customer Value Added (CVA), and how to change mind-sets and incorporate various techniques such as Customer Strategy and Customer-Centric Circles. Now the reader is at a point to use Customer Value and CVA for advanced ideas.

One such idea is on pricing. If you create the value that the Customer is looking for, and if she perceives that you are creating value, what does she do? Does she choose your product first (show a preference for it) or be prepared to give you a higher price?

Her perception that you are creating value means she thinks you are creating a better benefits/cost ratio than competitive ...

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