Author<\/strong><\/p>\n Richard Reisman As businesses confront the challenges and opportunities of the digital era, they should look deeply at their assumptions about the basic social This paper outlines how to find a new logic for customer relationships in mass consumer contexts that centers on personalized value propositions and pricing, and how that can build strong and sustaining relationships that maximize customer lifetime value The digital era has brought disruptive challenges and great new opportunities — often, as two sides of the same coin. Peter Drucker observed that “The greatest danger in times of turbulence is not the turbulence, it is to act with yesterday’s logic.” Here we outline a new logic, starting from the \u201cgroundzero\u201d of digital disruption in consumer content services. News, music, TV\/video, and the like are facing extreme disruption because consumers know that this content can be distributed at almost no cost, and so, question why they should pay for it (and often feel it is fair to steal it, based on a \u201cRobin Hood\u201d justification).<\/p>\n At the same time, the B2B world has begun transforming business relationships by recognizing the power of digital to facilitate \u201cvalue-based pricing.\u201d That provides a basis for far more effective co-creation of value \u2013 and real competitive advantage. Unfortunately, these methods have been too unwieldy to apply to mass-consumer markets (and so have been largely ignored in the B2C world).<\/p>\n Read Full Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Author Richard Reisman President and founder, Teleshuttle Corporation Abstract As businesses confront the challenges and opportunities of the digital era, they should look deeply at their assumptions about the basic social contract and value propositions that drive customer relationships, and how they center on price and value. Businesses still set prices unilaterally, in advance, with Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":398,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1,114,27],"tags":[462,466,465,464,463],"authors":[{"term_id":7,"user_id":0,"is_guest":1,"slug":"cap-mr_nmims","display_name":"mr_nmims"}],"_links":{"self":[{"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/posts\/396"}],"collection":[{"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/comments?post=396"}],"version-history":[{"count":1,"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/posts\/396\/revisions"}],"predecessor-version":[{"id":397,"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/posts\/396\/revisions\/397"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/media\/398"}],"wp:attachment":[{"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/media?parent=396"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/categories?post=396"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/management-review.nmims.edu\/wp-json\/wp\/v2\/tags?post=396"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nPresident and founder, Teleshuttle Corporation<\/p>\nAbstract<\/h4>\n
\ncontract and value propositions that drive customer relationships, and how they center on price and value. Businesses still set prices unilaterally, in advance, with little regard for customer differences in needs, usage, or value perceptions, or to the lifetime value of each
\nrelationship.<\/p>\n
\n(CLV). It shows how this can work as a repeated game that builds cooperation and enables high economic efficiency to co-create value at multiple levels, through personalized value discrimination over the course of a relationship. It extends the principles of value-based
\npricing to mass B2C markets in a radically simple and scalable way, and explores a range of promising use cases.<\/p>\nIntroduction<\/h4>\n