James Anderson

  • 24991 Citations
1978 …2018

Research output per year

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Personal profile

Research Interests

James C. Anderson's research interests are in constructing persuasive value propositions in business markets, and measurement approaches for demonstrating and documenting the value of market offerings.

Education/Academic qualification

Psychology, PhD, Michigan State University

… → 1978

Psychology, MA, Michigan State University

… → 1975

Psychology, BA, Western Illinois University

… → 1974

Research interests

  • Business to business markets
  • Distribution channels
  • Marketing strategy
  • Measurement techniques

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Research Output

New-technology startups seeking pilot customers: Crafting a pair of value propositions

Wouters, M., Anderson, J. C. & Kirchberger, M., Aug 1 2018, In : California Management Review. 60, 4, p. 101-124 24 p.

Research output: Contribution to journalArticle

  • 2 Scopus citations

    Muddling through on customer value in business markets?

    Snelgrove, T. C. & Anderson, J. C., Oct 4 2016, Value First then Price: Quantifying value in Business to Business markets from the perspective of both buyers and sellers. Taylor and Francis, p. 28-38 11 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter

    2 Scopus citations

    Tiebreaker selling

    Anderson, J. C., Narus, J. A. & Wouters, M., Jan 1 2014, In : Harvard business review. MARCH

    Research output: Contribution to journalComment/debate

    What you can learn from your customer's customer

    Anderson, J. C. & Wouters, M., Dec 1 2013, In : MIT Sloan Management Review. 54, 2, p. 75-82 8 p.

    Research output: Contribution to journalArticle

  • 17 Scopus citations