ADDED VALUE AS KEY TO SUCCESS: How to create comparative advantages in the B2B market

After a relaxed summer, the Alumni MARKEThink section organised a lecture of Alumni members on Wednesday 24 September 2014, featuring two excellent guests. The renowned visiting professor Dr Andreas Eggert (University of Paderborn, Germany) and the experienced »change manager« and »creative« Massimo Makovac (Xaliopea) shared their rich experience and knowledge from the field of creating user value in the B2B market.

The first part of the lecture focused on how companies establish comparative advantages for maintaining competitive advantages in global inter-organisational markets. The audience learned which are the key elements that enable companies’ offers to be distinguished. The second part of the lecture had a very practical direction, namely the audience discovered how companies can establish value added for customers in the B2B market and how to co-establish the value of brands so as to achieve the position of a key supplier.

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