7. Managing CVA® over Time

Competitive conditions change over time, and as they change, CVA®—especially perceived value—must be managed if an organization is to maintain top financial performance. CVA® must be managed as technologies, other trends, and the behaviors of customers and competitors change.

In this chapter, winning CVA® strategies are described for each stage of the competitive life cycle.

Managing CVA® Through the Market Life Cycle

Perceived value consists of three major components: the portions due to the corporate brand, product or service brand, and the benefits of the product or service (Exhibit 7.1). Generally, the corporate brand helps sustain perceived value and CVA® during times of changing technologies, while ...

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