From Mandate to Market Leader
Ethicon (Johnson & Johnson): Using CVA to Win in Endoscopy
April 2, 2026
Customer Value Resources
Upcoming book on competitive value strategy
Our latest publication offers groundbreaking insights into customer-driven business transformation and strategic value creation.
- Strategic frameworks
- Actionable methodologies
- Real-world case studies
Research
Latest Case Studies and Insights
Discover cutting-edge research in customer value strategy
When Price Is Just the Beginning
Room Air Cleaners: Using CVA to Compare Overall Performance for Total Cost of Ownership
April 2, 2026
Buying with Eyes Wide Open
M&A Due Diligence: Using CVA to Avoid Overpaying for a Target
April 2, 2026
About Dr. Bradley Gale
Bradley Gale is the intellectual architect behind the Customer Value Management (CVM) methodology and the author of the book “Managing Customer Value,” originally published in the 1980s.
- Methodology Pioneer: He developed the specific “value map” methodology.
- Influence: Upon the release of his first book, he generated so much interest that he could not handle the volume of customers seeking his expertise.
- Current Involvement: He remains active in the field and is associated with Customer Value, Inc.
- Upcoming Work: A new book is currently being polished and is expected to be released this year.
- Powered by AI
NEW Book: Title
Mention Jeff, Steve and Bradley, brief description, and a picture of the book
Join leading businesses today
Discover how our strategic insights can transform your organization's competitive positioning and growth trajectory.