The B2B Elements of Value (HBR)

B2B offerings are becoming commoditized and the subjective, sometimes quite personal concerns that business customers bring to the purchase process are increasingly important. This research shows that considerations such as whether a product can enhance the buyer’s reputation or reduce anxiety play a large role. Recognizing the full range of both rational and emotional factors behind business purchases—and tailoring the value proposition accordingly—is critical to avoiding the commodity trap.