Competitive forces in business such as speed, productivity, and innovation reduce all products and services to commodities over time, creating adverse consequences. Businesses are driven to reduce margins and lower profits while engaging in price competition. Crafting Customer Value demonstrates how companies can avoid commoditization by delivering superior customer value with product and service benefits. The author uses a comprehensive and highly integrated framework to define customer value and develop critical business and personal information systems. The book provides a comprehensive account of what a company must do, and how to go about doing it in each critical area. Crafting Customer Value provides numerous accounts of ""mini-cases"" drawn from several large and medium-sized companies to illustrate points and demonstrate the application of frameworks, models, concepts, and techniques.