James Anderson

  • 24076 Citations
1978 …2018
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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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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 1978 2018

1 Citation (Scopus)

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

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

Research output: Contribution to journalArticle

Value proposition
Customer value
2 Citations (Scopus)

Muddling through on customer value in business markets?

Snelgrove, T. C. & Anderson, J., 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

Business markets
Customer value
Muddling through

Tiebreaker selling

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

Research output: Contribution to journalArticle

15 Citations (Scopus)

Supplier development responsibility and NPD project outcomes: The roles of monetary quantification of differences and supporting-detail gathering

Wynstra, F., Anderson, J., Narus, J. A. & Wouters, M., Jan 1 2012, In : Journal of Product Innovation Management. 29, p. 103-123 21 p.

Research output: Contribution to journalArticle

Product development
New product development