Implementation Partners

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 gaining an equitable return from the superior value of their offerings. The Customer Value Expert Toolset provides a methodical approach to customer value research and the proof or evidence of superior value that customers want.

About James C. Anderson

Customer Value Expert Toolset®

Customer Value Expert Toolset, or CVET® for short, is a software toolset that guides businesses through a proven, best-practice approach to: measure the value of their products and services; and generate sales tools to persuasively demonstrate their superior value to target customers.

James C. Anderson is Principal of James C. Anderson LLC, an international management consulting firm focusing on implementing customer value management at client firms. He is also the William L. Ford Professor of Marketing and Wholesale Distribution at the Kellogg School of Management, Northwestern University.  He has written six articles published in the Harvard Business Review, including "Business Marketing: Understand What Customers Value" (November-December 1998), "Customer Value Propositions in Business Markets (March 2006), and “Tiebreaker Selling (March 2014). He has co-authored the book, Value Merchants: Demonstrating and Documenting Superior Value in Business Markets, published by Harvard Business School Press. He also has co-authored the book, Business Market Management: Understanding, Creating and Delivering Value, now in its third edition, published by Pearson Prentice Hall.

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Orange Orca B.V.

Orange Orca B.V. is an independent management consulting firm, based in the Netherlands, that is committed to change management and measurable improvement of performance for its clients. Orange Orca is a "hands-on" company, working alongside clients facing major challenges in either marketing and sales or purchasing and logistics.

He has consulted and provided workshops for a number of companies in North America, South America, Europe, Asia, and Australia, such as American Express, bioMérieux, CP Kelco, ExxonMobil, GE, Holcim, International Paper, Orkla, PPG Industries, and Tetra Pak.


Axios Partners

Axios Partners is an independent management consulting firm, with offices in Chicago and Atlanta, dedicated to helping its clients innovate and manage their customer value for revenue and profit growth. Axios has developed and implemented highly effective differentiation strategies for clients across a variety of industries, such as financial services, high-tech, energy, health care, telecommunications and industrial products.