James C. Anderson LLC and its strategic partners, Axios Partners and Orange Orca B.V., work together seamlessly to implement customer value management at client firms. Their intent is to impart the knowledge, skills, tools and process of customer value management to client firm managers, enabling them to change their company culture to one of doing business based on demonstrated and documented value, while delivering demonstrable, significant incremental profitability. (Read More)

James C. Anderson and Implementation Partners


Customer Value ManagementPresentations, Seminars & Workshops

News & Views

James Anderson Gives Keynote at BMA Annual Conference

Tiebreaker Selling article appears in Harvard Business Review

James Anderson Presents at the ISBM 30th Anniversary Meeting

Boosting the Value of Supplier Innovation for the Customer’s Customer

Launch of Customer Value Expert Toolset® 5.0


Value Merchants

Our intent in this book is to transform businesses and, especially, their sales forces into value merchants. Doing business based on demonstrating and documenting superior value is, indeed, a rare commodity. Yet, it doesn't have to be so rare. (Read More)

Business Market ManagementSelected Management Practice Articles

Customer Value Management
How do you define value? Can you measure it? What are your products and services actually worth to customers? Remarkably few suppliers in business markets are able to answer these questions. And yet the ability to pinpoint the value of a product or service for one's customers has never been more important. (Read More)
Drawing on extensive research and detailed case studies, Value Merchants will change the mindset and behavior of your executives, sales management, representatives, and marketers as well as your customers.
“If you want to understand and manage business markets, there is no better source than Anderson, Narus and Narayandas. Their first-hand experience and insight have created the ‘gold standard’ book. The third edition adds fascinating material on customer value propositions, building customer loyalty and managing customers in business markets." – Philip Kotler