James C. Anderson

MARKETING
William L. Ford Professor of Marketing and Wholesale Distribution

Print Overview

James C. Anderson is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management at the Kellogg School of Management, Northwestern University. Professor Anderson joined the faculty of the Kellogg School in 1984 as an assistant professor of marketing. In 1987, he was named the first to hold the Kellogg School’s newly-endowed William L. Ford Distinguished Chair in Marketing and Wholesale Distribution.

Professor Anderson teaches the graduate-level course in business marketing. He is a faculty member of the Executive Master’s Program and teaches in a number of executive development programs at the Kellogg School. He is the program director of the Business Marketing Strategy executive program. He has consulted and provided seminars for a number of companies in North America, South America, Europe, Asia, and Australia, such as American Express, ARCADIS, bioMérieux, Orkla, ExxonMobil, FEMSA Empaque, GE, International Paper, Johnson & Johnson, 3M, Microsoft, and PPG Industries. He is Principal of James C. Anderson LLC, an international management consulting firm focusing on implementing customer value management at client firms.

Professor Anderson’s research interests are in constructing persuasive value propositions in business markets, and measurement approaches for demonstrating and documenting the value of market offerings. He has written more than 40 journal articles, including five published in Harvard Business Review. He has been named a Highly Cited Researcher by the Institute for Scientific Information (ISI), a recognition given to the upper one-half of one percent of the more than 5 million researchers indexed in the ISI database. His management practice book, Value Merchants: Demonstrating and Documenting Superior Value in Business Markets, was published in November, 2007 by Harvard Business School Press. He also has co-authored the book, Business Market Management: Understanding, Creating and Delivering Value, which was published in its third edition in June, 2008 by Pearson Prentice Hall. He is a member of the editorial boards of the Journal of Business-to-Business Marketing and Journal of Strategic Marketing, and has served on the editorial boards of the Journal of Applied Psychology and Journal of Marketing Research. He is a Fellow of the American Psychological Association.

Professor Anderson is the Irwin Gross Distinguished ISBM Research Fellow at the Institute for the Study of Business Markets and is a member of its advisory board. He also is a visiting research professor at the School of Business, Public Administration, and Technology, University of Twente, The Netherlands. He has been a visiting research professor at Eindhoven University of Technology, the Netherlands, and at Uppsala University and Stockholm School of Economics, Sweden. He also has been vice president of the business marketing division of the American Marketing Association (AMA) and a member of the board of directors of the AMA.

Professor Anderson came to Kellogg after three years as a member of the marketing faculty of the University of Texas at Austin. Prior to that, from 1978 to 1981, he worked as a senior research psychologist in the corporate marketing research division of E.I. duPont de Nemours and Company, Inc. He earned his Ph.D. in Psychology from Michigan State University in 1978.



Areas of Expertise
Business to Business Markets
Distribution Channels
Marketing Strategy/Planning/Policy
Measurement Techniques
Print Vita
Education
PhD, 1978, Psychology, Michigan State University
MA, 1975, Psychology, Michigan State University - MA
BA, 1974, Psychology, Western Illinois University

Academic Positions
Professor of Behavioral Science in Management, Kellogg School of Management, Northwestern University, 1990-present
William L. Ford Distinguished Professor of Marketing and Wholesale Distribution, Marketing, Kellogg School of Management, Northwestern University, 1987-present
Associate Professor of Behavioral Science, Marketing, Kellogg School of Management, Northwestern University, 1987-1990
Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 1984-1987
Assistant Professor, Marketing Administration, University of Texas at Austin, 1981-1984
Adjunct Assistant Professor, Business Administration, University of Delaware, 1980-1981
Part-time Assistant Professor, Business Administration, University of Delaware, 1979-1979

Grants and Awards
Outstanding Article of the Year for "Purchasing Higher-Value, Higher-Price Offerings in Business Markets, co-authored with Finn Wynstra, Journal of Business-to-Business Marketing, 2010
Highly Cited Researcher, Institute for Scientific Information, 2010-2011
Irwin Gross Distinguished ISBM Research Fellow, Institute for the Study of Business Markets, Pennsylvania State University, 1999-2012

Editorial Positions
Editorial Board, Journal of Business-to-Business Marketing, 1990-present
Editorial Board, Journal of Strategic Marketing, 1999-present
Editorial Board, International Journal of Research in Marketing, 2001-2006
Editorial Board, Journal of Marketing Research, 1986-2003
Editorial Board, Structural Equation Modeling, 1993-1998
Editorial Board, Journal of Applied Psychology, 1988-1994

 
Print Research
Research Interests
Constructing persuasive value propositions in business markets, and measurement approaches for demonstrating and documenting the value of market offerings.

Articles
Anderson, James and Marc Wouters. 2013. What Can You Learn From Your Customer's Customers. MIT Sloan management Review. 54(2): 75-82.
Wynstra, Finn, James Anderson, James A. Narus and Marc Wouters. 2012. Supplier Development Responsibility and NPD Project Outcomes: The Roles of Monetary Quantification of Differences and Supporting-Detail Gathering. Journal of Product and Innovation Management. 29(S1): 103-123.
Anderson, James and Finn Wynstra. 2010. Purchasing Higher-Value, Higher-Price Offerings in Business Markets. Journal of Business-to-Business Marketing. 17(1): 29-61.
Anderson, James, Marc Wouters and Wouter van Rossum. 2010. Why the Highest Price Isn't the Best Price. MIT Sloan Management Review. 51(2): 69-76.
Anderson, James and James A. Narus. 2008. Business Market Value Merchants. Marketing Management. 17(2): 31-35.
Narus, James A. and James Anderson. 2007. A Comment On: "Business Marketing in Master's Programs: A Part of the Fabric: Cut from the Same Cloth?". Journal of Business-to-Business Marketing. 14(1): 61-68.
Anderson, James, James A. Narus and Wouter van Rossum. 2006. Customer Value Propositions in Business Markets. Harvard Business Review. 84(3): 90-99.
Anderson, James, Phillip E. Zerrillo and Lihua Wang. 2006. Estimating Firm-Specific and Relational Properties in Interorganizational Relationships in Marketing. Journal of Business-to-Business Marketing. 13(4): 29-68.
Wouters, Marc, James Anderson and Finn Wynstra. 2005. The Adoption of Total Cost of Ownership for Sourcing Decisions: A Structural Equation Analysis. Accounting, Organizations and Society. 30(2): 167-191.
Anderson, James and James A. Narus. 2003. Selectively Pursuing More of Your Customer's Business. MIT Sloan Management Review. 44(3): 42-49.
Anderson, James and James B. L. Thompson. 2000. Pursuing Risk-Sharing, Gain-Sharing Arrangements. Marketing Management. 9(2): 40-47.
Anderson, James and Gregory Carpenter. 1998. How to Escape the Commodity Trap in Business Markets. Financial Times, Mastering Marketing.(2): 5-6.
Anderson, James and James A. Narus. 1998. Business Marketing: Understand what Customers Value. Harvard Business Review. 76(6): 53-65.
Anderson, James and James A. Narus. 1996. Reply of Letters to the Editor. Harvard Business Review. 74(5)
Narus, James A. and James Anderson. 1996. Rethinking Distribution: Adaptive Channels. Harvard Business Review. 74(4): 112-120.
Anderson, James. 1995. Relationships in Business Markets: Exchange Episodes, Value Creation, and Their Empirical Assessment. Journal of the Academy of Marketing Science. 23(4): 347-351.
Narus, James A. and James Anderson. 1995. Using Teams to manage Collaborative Relationships in Business Markets. Journal of Business-to-Business Marketing. 2(3): 17-46.
Anderson, James and James A. Narus. 1995. Capturing the Value of Supplementary Services. Harvard Business Review. 73(1): 75-83.
Reprinted in:
Harvard Business Review on Strategies for Growth, 149-170. Boston: Harvard Business School Press, 1998.
Anderson, James. 1994. Dyadic Business Relationships Within a Business Network Context. Journal of Marketing. 58(4): 1-15.
Kumar, Nirmalya, Louis Stern and James Anderson. 1993. Conducting Interorganizational Research Using Key Informants. Academy of Management Journal. 36(6): 1633-1651.
Jain, Dipak C., James Anderson and Pradeep Chintagunta. 1993. Customer Value Assessment in Business Markets: A State-of-Practice Study. Journal of Business-to-Business Marketing. 1(1): 3-29.
Anderson, James. 1992. Assumptions and Comparative Strengths of the Two-Steps Approach: Comment on Fornell and Yi. Sociological Methods & Research. 20(1): 321-333.
Anderson, James. 1992. Monte Carlo Evaluations of Goodness of Fit Indices for Structural Equation Models. Sociological Methods & Research. 21(2): 132-160.
Reprinted in:
Testing Structural Equation Models [edited Kenneth A Bollen, J Scott Long], 40-65. Newbury Park, CA: SAGE Publications, 1993.
Anderson, James. 1991. Predicting the Performance of Measures in a Confirmatory Factor Analysis With a Pretest Assessment of Their Substantive Validities. Journal of Applied Psychology. 76(5): 732-740.
Anderson, James and James A. Narus. 1991. Partnering as a Focused Market Strategy. California Management Review. 33(3): 95-113.
Reprinted in:
Marketing Manager's Handbook, edited by Sidney J Levy, George R Frerichs and Howard L Gordon, 1010-1029. Chicago: The Dartnell Press, 1994.
Anderson, James and James A. Narus. 1990. A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing. 54(1): 42-58.
Anderson, James and James A. Narus. 1988. Partnership Advantage and Its Determinants in Manufacturer and Distributor Working Partnerships. Journal of Business Research. 17(4): 327-347.
Anderson, James. 1988. Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin. 103(3): 411-423.
Anderson, James. 1988. An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment. Journal of Marketing Research. 25(2): 186-192.
Narus, James A. and James Anderson. 1988. Strengthen Distributor Performance Through Channel Positioning. Sloan Management Review. 29(2): 31-40.
Anderson, James. 1987. On the Assessment of Unidimensional Measurement: Internal and External Consistency, and Overall Consistency Criteria. Journal of Marketing Research. 24(4): 432-437.
Anderson, James. 1987. Improper Solutions in the Analysis of Covariance Structures: Their Interpretability and a Comparison of Alternate Respecifications. Psychometrika. 52(1): 99-111.
Anderson, James. 1987. The Effect of Type of Representation Upon Industrial Supplier and Customer Firms' Judgments of New Product Acceptance. Industrial Marketing and Purchasing. 2(2): 29-46.
Narus, James A. and James Anderson. 1987. Distributor Contributions to Partnerships with Manufacturers. Business Horizons. 30(5): 34-42.
Anderson, James. 1987. An Approach for Confirmatory Measurement and Structural Equation Modeling of Organized Properties. Management Science. 33(4): 525-541.
Narus, James A. and James Anderson. 1986. Turn Your Industrial Distributors into Partners. Harvard Business Review. 64(2): 66-71.
Reprinted in:
Seeking Customers, edited by Benson P Shapiro and John Siviolka, 301-311. Boston: Harvard Business School Press, 1986.
Marketing Management and Strategy: A Reader, edited by Philip Kotler and Keith K Cox, 302-309. Englewood Cliffs, NJ: Prentice-Hall, 1988.
Strategic Marketing Management, edited by Robert J Dolan, 348-356. Boston: Harvard Business School Press, 1991.
Anderson, James and James A. Narus. 1986. Industrial Distributor Selling: The Roles of the Outside and Inside Sales Forces. Industrial Marketing Management. 15(1): 55-62.
Anderson, James. 1985. A Measurement Model to Assess Measure-Specific Factors in Multiple-Informant Research. Journal of Marketing Research. 22(1): 86-92.
Anderson, James. 1985. A Comparison of Two Alternate Residual Goodness-of-Fit Indices. Journal of the Market Research Society. 27(4): 283-291.
Anderson, James. 1985. The Effects of Sampling Error and Model Characteristics on Parameter Estimation for Maximum Likelihood Confirmatory Factor Analysis. Multivariate Behavioral Research. 20(3): 255-271.
Anderson, James. 1984. On the Meaning of Within-Factor Correlated Measurement Errors. Journal of Consumer Research. 11(1): 572-580.
Anderson, James and James A. Narus. 1984. A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships. Journal of Marketing. 48(4): 62-74.
Anderson, James. 1984. The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika. 49(2): 155-173.
Anderson, James. 1984. Augmentation, Single Causation, Discounting, and Minimum Causation in Attributions. Basic and Applied Social Psychology. 5(1): 83-93.
Anderson, James. 1982. Some Methods for Respecifying Measurement Models to Obtain Unidimensional Construct Measurement. Journal of Marketing Research. 19(4): 453-460.
Anderson, James. 1980. Path Analysis of Buyer Behavior Under Conditions of Crowding. Journal of Marketing Research. 17(1): 45-52.
Anderson, James. 1978. The Validity of Haire's Shopping List Projective Techniques. Journal of Marketing Research. 15(4): 644-649.
Working Papers
Anderson, James and Marc Wouters. 2012. Tweaking Supplier Innovation for the Customer's Customer.
Wouters, Marc, James Anderson, James A. Narus and Finn Wynstra. 2007. Analysis of Cost and Performance for Sourcing Decisions in New Product Development Projects.
Anderson, James, Nirmalya Kumar and James A. Narus. 2007. Value Merchants: Managing Your Sales Force as if Profitability Depended on It.
Book Chapters
Anderson, James and Gregory Carpenter. 2010. "A Framework for Creating Value Propositions." In Wiley International Encycolpedia of Marketing, edited by Jagdish Sheth and Naresh Malhotra, vol. 1, West Sussex, UK: John Wiley & Sons.
Anderson, James and Gregory Carpenter. 2005. "Brand Strategy for Business Markets." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 169-185. New York, NY: John Wiley & Sons.
Narus, James A. and James Anderson. 2004. "Making Business Marketing More Prominent in Master's Programs: Reply to Earl D. Honeycutt, Jr.." In Fundamentals of Business Marketing Education, edited by J. David Lichtenthal, 109-114. New York, NY: Haworth Press.
Anderson, James. 2004. "From Understanding to Managing Customer Value in Business Markets." In Rethinking Marketing: Need for New Marketing Tools, edited by H. Håkansson, D. Harrison, and A. Waluszewski, 137-159. London, UK: John Wiley & Sons.
Narus, James A. and James Anderson. 2004. "Master's Level Education in Business Marketing: Quo Vadis?." In Fundamentals of Business Marketing Education, edited by J. David Lichtenthal, 87-88. New York, NY: Haworth Press.
Anderson, JamesGregory Carpenter and James A. Narus. 2000. "Managing Market Offerings in Business Markets." In Kellogg on Marketing, edited by Dawn Iacobucci, 330-365. New York, NY: John Wiley & Sons.
Anderson, James. 1988. "A Proximate Assessment of the External Validity of Conjoint Analysis." In 1988 AMA Educators' Proceedings, edited by CA Ingene, GL Frazier, et al., 287-291. Chicago: American Marketing Association.
Anderson, James and James A. Narus. 1986. "Toward a Better Understanding of Distribution Channel Working Relationships." In Industrial Marketing: A German-American Perspective [edited by K Backhaus and D Wilson], 320-336. Berlin: Springer-Verlag.
Anderson, James and James A. Narus. 1985. "Social Exchange Concepts and Distributor-Manufacturer Working Relationships." In Proceedings of the Division of Consumer Psychology [edited DW Stewart], 40-41. San Antonio, TX: American Psychology Association.
Anderson, James. 1984. "The Impact of Published Conference Proceedings on Marketing and Consumer Research." In Advances in Consumer Research [edited by TC Kinnear], vol. 11, 133-136. Ann Arbor, MI: Association for Consumer Research.
Anderson, James. 1983. "A Comparison of Alternate Ways of Weighting Compositional Multiattribute Models." In Proceedings of the 1983 Southwestern Marketing Association Conference, edited by Barnett Greenberg, 45-48.
Anderson, James and James A. Narus. 1983. "Power Antecedents in Channel Relationships: Equity and Social Exchange Perspectives." In Proceedings of the Division of Consumer Psychology, edited by JC Anderson, 77-81. San Antonio, TX: American Psychology Association.
Anderson, James. 1983. "Marketing a Professional Association: The Effect of Varied Persuasive Appeals." In Proceedings of the Division of Consumer Psychology [edited MB Mazis], 20-22.
Other
Anderson, James and James A. Narus. "Profitable Growth Through Greater Share of the Customer's Business." Harvard Business Review.
Anderson, James, James B. L. Thompson and Finn Wynstra. "Combining Value and Price to Make Purchase Decisions in Business." International Journal of Research in Marketing, December.
Narus, James A. and James Anderson. "Master's Level Education in Business Marketing: Quo Vadis?." Journal of Business-to-Business Marketing.
Anderson, James and Gregory Carpenter. "Escaping the commodity trap in business markets." Financial Times.
Reprinted in:
Mastering Marketing , edited by Tim Dickson and Neville Hawcock, 241-246. London: Pearson Education Ltd, 1999.
Narus, James A. and James Anderson. "Making Business Marketing More Prominent in Master's Programs: Reply to Earl D. Honeycutt, Jr.." Journal of Business-to-Business Marketing.
Books
Anderson, James, Nirmalya Kumar and James A. Narus. 2007. Value Merchants: Demonstrating and Documenting Superior Value in Business Markets. Boston, MA: Harvard Business School Press.
Anderson, James and James A. Narus. 2004. Business Market Management : Understanding, Creating, and Delivering Value. Upper Saddle Neck, NJ: Prentice Hall.
Anderson, James and James A. Narus. 2004. Business Market Management: Understanding, Creating, and Delivering Value. Upper Saddle River, NJ: Prentice Hall, 2nd edition.
Anderson, James and James A. Narus. 1999. Business Market Management: Understanding, Creating, and Delivering Value. Upper Saddle River, NJ: Prentice Hall.
Anderson, James and James A. Narus. 1999. Business Market Management : Understanding, Creating, and Delivering Value. Upper Saddle River, NJ: Prentice Hall.
Narus, James A. and James Anderson. 1987. The Wholesale Distribution Channel: Building Successful Working Partnerships. Washington DC: Distribution Research & Education Foundation.

 
Print Teaching
Teaching Interests
Business marketing
Full-Time / Part-Time MBA
Business Marketing (MKTG-453-0)

This course counts toward the following majors: Marketing, Marketing Management

This course provides a progressive approach to business marketing and business market management, which is the process of understanding, creating and delivering value to targeted business markets and customers. Business markets are composed of firms, institutions or governments. The course provides an understanding of nine business market processes: market sensing and value assessment; understanding firms as customers; crafting market strategy in business markets; managing market offerings and value-based pricing; business channel management; gaining customers; sustaining reseller partnerships; and sustaining customer relationships. Four guiding principles of business market management underlie these business market processes and recur throughout the course: regard value as the cornerstone of business market management; focus on business market management processes; stress doing business across borders; and accentuate working relationships and business networks. This course has strong applicability to students pursuing careers in management consulting and financial services as well as in marketing and general management with technology and industrial firms.