Sse Woodruff Group#9

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  • Sse Woodruff Group#9

    1. 1. Neda Khazai 70372 - 70372@student.hhs.se Tung Le Nguyen 70374 - 70374@student.hhs.se Michelle Meadows 70386 - 70386@student.hhs.se Alibina Mburu 70390 - 70390@student.hhs.se Customer Value :The next source for competitive Advantage Woodruff Source:Woodruff, customer value,1997
    2. 2. Executive Summary <ul><li>The article elaborates on how companies need to find a competitive </li></ul><ul><li>advantage to be able to compete in today’s competitive climate. </li></ul><ul><li>The reasons for the intensified competitive market are for instance: </li></ul><ul><li>Global competition </li></ul><ul><li>slow growth economies </li></ul><ul><li>more demanding customers </li></ul><ul><li>Often companies look inward to be more efficient or productive. They usually try: </li></ul><ul><li>quality management </li></ul><ul><li>reengineering </li></ul><ul><li>downsizing </li></ul><ul><li>Re-structing </li></ul><ul><li>Woodruff proposes the companies would benefit by looking externally at the customers and try to find a way to position themselves so that they get a competitive advantage that is not just price. </li></ul>Source:Woodruff, customer value,1997
    3. 3. <ul><li>Value: the consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given. (Zeithaml 1988,p.14) </li></ul><ul><li>Customer value : the perspective of an organisation’s customers, considering what they want and believe that they get from buying and using a seller’s product. </li></ul>Source:Woodruff, customer value,1997
    4. 4. Customer Value <ul><li>To create a competitive advantage by looking at customer value a company can use a customer value tool example . </li></ul>Source:Woodruff, customer value,1997
    5. 5. Customer Value <ul><li>There are various ways to obtain customer value namely the hierarchy evaluation method that argues that the managers need to look beyond the so-called attributes-bases key buying criteria. For its how customers see value that influences what they do in the market place. </li></ul>Source:Woodruff, customer value,1997
    6. 6. Customer value and customer satisfaction <ul><li>This figure suggest how desired and received value fit into a disconfirmation - type satisfaction model </li></ul>Source:Woodruff, customer value,1997
    7. 7. Customer Value Determination Source:Woodruff, customer value,1997
    8. 8. Barriers <ul><li>.Organizational culture barriers </li></ul><ul><li>.Organizational procedural barriers </li></ul><ul><li>.Managerial learning barriers. </li></ul>Source:Woodruff, customer value,1997
    9. 9. Conclusion <ul><li>deciding how to compete on superior customer value delivery raises difficult questions, such as the following. </li></ul><ul><li>. What exactly do customers value </li></ul><ul><li>. Of all the things the customers value, on which ones should we focus to achieve advantage. </li></ul><ul><li>. How well do customers think we deliver that value. </li></ul><ul><li>. How will what customers value change in the future. </li></ul><ul><li>managers must translate customer learning into superior Performance with customers. </li></ul>Source:Woodruff, customer value,1997
    10. 10. Source:Woodruff, customer value,1997

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