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Key Account Management, 5th Edition by Peter Cheverton

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06

Knowing the market, knowing your value

Value Mapping – the opportunity chain

Hindsight is a wonderful thing, making us all out to be the best of strategic thinkers and tacticians, but its greatest benefit, if we are wise (rather than just ‘smart’) is that it helps us to learn. In Europe we can all look back and see why those agrochemical companies who tried to persuade us to love, and buy, genetically modified foodstuffs failed, and spectacularly. They had great technology, they had a history of success in North America, and they had a caseload of benefits for the farmers who might buy their seeds. But then came the problems, beyond the farmers. Focusing on the benefits of greater crop yield and lower pesticide use, as they did, they all ...

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