Bradley T. Gale

Bradley T. Gale is founder and president of Customer Value, Inc. (CVI). CVI is a US based firm offering workshop courses, software tools, and consulting services on customer value analysis and management that help business teams develop successful product/market strategies. The techniques and tools he has developed for analyzing the performance and value of key products competing in a market were first presented in his book, Managing Customer Value, which was reviewed by Publishers Weekly as

"Arguably the most useful marketing study since the formative works of Peter Drucker, Philip Kotler, and Michael Porter . . . may shape business thinking for years to come."

Bradley has consulted on competitive marketing strategy and introduced value analysis tools at such companies as: AT&T, Caterpillar, Dupont, Freescale Semiconductor, Honeywell, John Deere, Mars, Milliken, Orange, Stanley Black & Decker, Syngenta, Telstra, Trane, and Unilever. He enjoys writing about business strategy and helping companies install customer value analysis systems and action-learning processes that build an embedded value management capability.

Based on insights from consulting projects over the last ten years, he has refined and extended the tools and techniques for value analysis in a recent article, "Implementing Strategic B2B Pricing, Constructing value benchmarks," Journal of Revenue and Pricing Management, January 2012.

Dr. Gale earned a BS in electrical engineering from Worcester Polytechnic Institute and a PhD in economics from the Rutgers University. He has worked as a consultant to the corporate planning operation of General Electric, as director of research of the Profit Impact of Market Strategy (PIMS) Program, and as managing director of the Strategic Planning Institute. He is co-author of The PIMS Principles: Linking Strategy to Performance. The book provides empirical evidence on how the competitive position of a product line -- its overall product/service performance and market share -- impact a business unit's profitability. The evidence comes from a multi-company, cross-industry study supported by major companies in North America and Europe. Dr. Gale served as an Overseer for the Malcolm Baldrige National Quality Award during its first three years when he championed using the customer's view of performance quality to complement and guide the internal manufacturing view of closer conformance to product specifications.