Appendix: Analyzing Business Situations—The Customer-Value Funnel Approach*
To compete successfully, organizations must evaluate all pertinent actors and factors in a market. This briefing develops a managerial perspective featuring a four-stage customer value funnel (CVF) framework. The CVF approach is a valuable tool for understanding and assessing business dynamics and situations. You are encouraged to utilize the questions at the end of this section when analyzing the six case studies in Section V of this book.
Management’s objective should be ...
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