Anderson JC Narus JA van Rossum W 2005 Customer value propositions in business

Anderson jc narus ja van rossum w 2005 customer value

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Anderson, J.C., Narus, J.A. & van Rossum, W. (2005) “Customer value propositions in business markets,” Harvard Business Review , March: 91-99 Yoffie, D. B. & Kwak, M. (2002) “Judo strategy: 10 techniques for beating a stronger opponent.” Business Strategy Review , 13(1): 20-30 Major Readings Textbook Reading: (NOT obligatory) Kotler et al. (2009/ 2012/2016) Ch. 9
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Christensen, C.M., Anthony, S.D., Berstell, G. & Nitterhouse, D. (2007) “Finding the right job for your product,” MIT Sloan Management Review, 48(3): 38-47 Harvard Business School Press (1978) “A note on consumer market segmentation,” HBSP note #9-579-055 (on VLE) MacMillan, I.C. & McGrath, I.G. (1997) “Discovering new points of differentiation,” Harvard Business Review , July-August: 91-99 Yankelovich, D. & Meer, D. (2006) “Rediscovering market segmentation,” Harvard Business Review , February: 123-131 Major Readings for next Session Textbook Reading: (NOT obligatory) Kotler et al. (2009/ 2012/2016) Ch. 10
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Exercise on competitive strategies: 1 Nov (Thu) 1-3, LT4 • In-class interactive exercise Compulsory attendance as part of the course General issues and takeaways examinable Materials provided at the sessions Special Notice: First Case Exercise session this Thursday
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Case discussion in Session 5 next Monday (5 Nov) Not for credit No right/wrong answers You can see it as a “dry run” of the for-credit case discussion No write-up needed, but please be prepared with your teammates! Details in course outline/Session 1 slides Special Notice: Case Study Discussion Dove Real Beauty Sketches Campaign
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Last But Not Least, A Reminder 8 For the course assessments (see course outline/Session 1 slides), very welcome to discuss with me at any stage Also welcome to give me feedback about the course so far (start/stop/continue)
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