Action plans, 31
Administration, 76
Attitudes, 5
Attributes, 22
relative importance of, 11–13
how to build, 16
and relative importance of, 11–12
Benchmarking of CVA, 49
Benefits
price vs., 100
sub-attributes of, 102
Brand, 15
of urea value map, 100
Brand equity, 123
Business-to-Business (B2B), 4
Business-to-Customer (B2C), 4
Chief customer officer, 124
Chief Customer Value Creator (CVCO), 114–115
Chief Employee Value Creator, 97
Chief Operating Officer (COO), 114–115
Chief Value Creator, 114–115
Choices, 107
Co-create values, 108
Company
brand, 15
definition of, 1
differentiation of, 64
involvement, 66
Competitive profile,
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