“Everything is worth what its purchaser will pay for it.” Publilius Syrus, first century B.C. How do you define value? can you measure it? What are your products and services actually worth to customers? Remarkably few suppliers in business markets…

People who wear the Birkenstock brand of cork-and-leather sandals have a reputation for being laid-back—hardly the type to pick a fight. But for the past several years, executives at the German-based footwear company have been anything but chill when it comes to…

Omnichannel marketing seems like a simple enough concept. Consumers like to shop online, offline, and across different channels, so firms need to meet them wherever they are. But coming up with an omnichannel marketing strategy is a lot more complicated…