A teen no longer
Having celebrated the 20th anniversary of its founding in 2007,
Corporate Value Associates employs more than 300 consultants in 16
offices, offering its "boutique" solutions across a range of
industries in more than 30 countries. The firm was started by
three French consultants, with the express intent of becoming an
international player by offering a value-focussed methodology for
improving the businesses of its clients. Having established
offices in Amsterdam, Boston, London and Paris in its first year,
and broadening its international footprint ever since, there is
little doubt that the consultancy has evolved into the
multinational, multicultural affair it set out to be. Today,
its facilities include six offices in Europe, seven in the Asia
Pacific region, two American offices (one of which is the home of
its US affiliate Dean & Company) and a single African office in
Of the dozen practice areas CVA serves, it claims to be a "major
player" in two-health care and pharmaceuticals. In addition,
it identifies itself as a top-10 player in the sections of the
transportation and fast-moving consumer goods sectors (airlines and
brewing, wine and spirits, and luxury goods, respectively).
For the remaining sectors in which CVA does business, it identifies
itself as a top-three player.
Value, value and more
CVA's core tenet is that client value is created at the customer
level. As a result, the firm offers a "customer-centric"
approach, and does not shirk its responsibilities when it comes to
solving clients' problems. To do so, the company has
generated a methodology that is based around four key elements:
quality of people (including high levels of partner involvement),
providing methodologies (the firm has developed proprietary
frameworks to help meet client needs), a joint team approach
(working together with clients rather than, say, taking over a
project to achieve success) and having a global mindset (ensuring
that people and ideas are moved freely between offices to benefit
all corners of its operations).
CVA sets out to differentiate itself from its competitors by
stressing that its methodologies do not offer off-the-shelf
solutions to problems, but rather provide a systematic approach to
identifying and solving problems that will help each client arrive
at a tailored solution.
Inside the mind of the
One way that CVA helps clients derive more value from the customers
they serve is by helping clients get inside their customers'
minds. The consultancy's proprietary customer-centric value
enhancement (CCVE®) metric analyses customer behaviour by examining
the relationship between a customer's needs and the economic
implications of meeting those needs. This is a fancy way of
saying that the firm figures out how much a customer is willing to
spend for goods or services, and what can be done to affect that
amount. And it's something the firm takes seriously, as
evidenced by its development of a marketing lab in Berlin, where
market research is combined with neuroscience to try and better
predict the purchasing decisions of consumers. Now that's the
way to get into their heads!