Research Output per year
Research Output per year
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, Major Area: Consumer Psychology; Minor Area: Quantitateive Psychology and Social Psychology, Michigan State University
… → 1978
Psychology, MA, Major Area: Consumer Psychology, Michigan State University
… → 1975
Psychology, BA, Minor: Marketing, Western Illinois University
… → 1974
Research interests keywords
- Business to business markets
- Distribution channels
- Marketing strategy
- Measurement techniques
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Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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How Technology- Based Startups Can Use Customer Value Propositions to Gain Pilot Customers
Kirchberger, M., Wouters, M. & Anderson, J. C., 2020, In: Journal of Business-to-Business Marketing. 27, 4, p. 353-374 22 p.Research output: Contribution to journal › Article › peer-review
8 Scopus citations -
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 journal › Article › peer-review
28 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 proceeding › Chapter
5 Scopus citations -
Tiebreaker selling
Anderson, J. C., Narus, J. A. & Wouters, M., 2014, In: Harvard business review. MARCHResearch output: Contribution to journal › Comment/debate › peer-review
10 Scopus citations -
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 journal › Article › peer-review
8 Scopus citations