Customer strategy

Firms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,...

Good design starts with close observation and real curiosity

Anyone who has signed up for cell phone service, attempted to claim a rebate, or navigated a call center has probably suffered from a company's apparent...

With inflation high, a global recession possible, and consumers spending carefully, many companies are concerned about preserving profit margins. In this...

Anne Morriss, managing director of the Concire Leadership Institute, explains how the coffee giant increased efficiency and satisfaction by treating customers...

Ranjay Gulati, Harvard Business School professor, on how to deliver what customers really want.

Three strategies that will help you save your accounts.

Google Maps understands the difference.

Emmett Shear is cofounder and CEO of Twitch, the fast-growing streaming service popular with video gamers, which was purchased eight years ago by Amazon...

Five steps to ensure that you don’t jump to solutions

For decades, the business world has been fixated on achieving sustainable competitive advantage, a position within an industry that allows a company to...

I've just returned from a trip to Germany and Scandinavia, where I heard two different management teams debate what it meant to be "truly differentiated."...

Strategy making forces executives to confront a future they can only guess at. It's not surprising, then, that they try to make the task less daunting...

Corporate universities should be for customers, too.

Clay Christensen's landmark theory--in under two minutes.

Sustainability-marketed products are growing quickly in almost all CPG categories.

For years, Walmart's unrivaled customer research capabilities helped it dominate retailing. Then along came the internet, and Walmart suddenly found itself...

Brexit was an emotional choice, not a logical one.

Consumers’ tastes are changing fast, but one things remains: they value quality, value, and inspiration in their products.

A simple chart shows how much a customer will pay for a perceived benefit. This is more than a marketing aid, it’s a powerful tool for competitive strategy.