Competitive Intelligence to Inform Your Customer Value Models
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Deploying value-based strategies and modeling customer value requires a deep knowledge of competitors. Because customer value is relative to other market players, it is important to gather ongoing intelligence about competitors’ products and services, pricing levels, and pricing behaviors. In this webinar, Stephan Liozu, Chief Value Officer at Thales, will review the types of competitive information that is needed to make sure your customer value models are relevant, precise, and dynamic. Knowing your competitors is a key requirement to value-based strategies, and obsessing about your customer is the heart of these strategies! Participants will be entered into a raffle to win a a copy of Stephan’s book, Dollarizing Differentiation Value.
Stephan M. Liozu is Chief Value Officer of the Thales Group. He is also an Adjunct Professor & Research Fellow at the Case Western Research University Weatherhead School of Management. Stephan holds a Ph.D. in Management from Case Western Reserve University (2013), an MS in Innovation Management from Toulouse School of Management (2005), and an MBA in Marketing from Cleveland States University (1991). He is a Certified Pricing Professional (CPP), a Prosci® certified Change Manager, and a Strategyzer Business Model Innovation Coach. Over the past few years, Stephan published academic articles in the Journal of Revenue & Pricing Management, Business Horizons, MIT Sloan Management Review, and Industrial Marketing Management. He has also written several articles on strategic pricing issues for the Journal of Professional Pricing and is a regular presenter at Professional Pricing Society conferences in Europe and North America as well as the Strategic Account Management Association conferences. He authored three books, Dollarizing Differentiation Value (2016), The Pricing Journey (2015) and Pricing and Human Capital (2015). He also co-edited three books, Innovation in Pricing – Contemporary Theories and Best Practices(2012), The ROI of Pricing (2014), and Pricing and the Salesforce (2015). Stephan sits on the Advisory Board of LeveragePoint Innovation and of the Professional Pricing Society. He is a Strategic Advisor to 360pi, The Kini Group, and PriceSenz.
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