TY - UNPB
T1 - Creating value that can't be copied
T2 - the use of conjoint analysie to assess customer value in new service creation
AU - Haar, J.W. van der
AU - Kemp, R.G.M.
AU - Omta, S.W.F.
N1 - Relation: http://som.rug.nl/
date_submitted:2000
Rights: Graduate School/Research Institute, Systems, Organisations and Management (SOM)
PY - 1999
Y1 - 1999
N2 - One of the greatest challenges for the industrial marketing manager is to incorporate the
‘voice of the customer’ into the design of new products and services. In this paper we
suggest a three-step approach to fine tune the product and service offerings of the company.
We illustrate how to use a conjoint analysis to bridge the information gap between the
company and its customers, by confronting the value the company intends to offer with the
value desired by its customers. The illustration is based on a case study in business-to-business marketing, conducted at a technology-based multinational company in office equipment. Different service offerings were presented to customers and prospects as in a real-life purchasing situation. Based on the results, different types of newly designed
services that increase the value for the customer could be developed.
Keywords: customer value, business-to-business marketing, conjoint analysis
AB - One of the greatest challenges for the industrial marketing manager is to incorporate the
‘voice of the customer’ into the design of new products and services. In this paper we
suggest a three-step approach to fine tune the product and service offerings of the company.
We illustrate how to use a conjoint analysis to bridge the information gap between the
company and its customers, by confronting the value the company intends to offer with the
value desired by its customers. The illustration is based on a case study in business-to-business marketing, conducted at a technology-based multinational company in office equipment. Different service offerings were presented to customers and prospects as in a real-life purchasing situation. Based on the results, different types of newly designed
services that increase the value for the customer could be developed.
Keywords: customer value, business-to-business marketing, conjoint analysis
M3 - Working paper
BT - Creating value that can't be copied
PB - s.n.
ER -