Business (B2B) Markets: Creating profitable value for your customers
Globalization and digital technologies provide tremendous opportunities for companies operating in business (B2B) markets. But at the same time they make customers more demanding and competition more fierce.
Companies need to make a clear choice as to which strategy they decide to follow and then focus all their efforts on ensuring the entire organization is capable of supporting it.
Business is about the profitable delivery of value to a customer. This means that, everyone in the organization should be focused on delivering this value. Any misalignment, by any part of the business, can be costly. This alignment needs to happen in three places: where value is created, where it is captured and where it is delivered.
