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Connected Strategy
book

Connected Strategy

by Nicolaj Siggelkow, Christian Terwiesch
April 2019
Intermediate to advanced content levelIntermediate to advanced
288 pages
5h 57m
English
Harvard Business Review Press
Audiobook available
Content preview from Connected Strategy

 

1

The Connected Strategy Framework

A good way to start understanding connected strategy is to consider the traditional relationship between customers and companies. Traditional interactions start when customers realize they have an unmet need. This need could be the desire to see Mickey Mouse and ride a roller coaster, the dream of mastering financial accounting, or the urge to get into shape before summer arrives. Customers then figure out how they want to fulfill this need. They browse theme parks on Expedia, they look for accounting books at Barnes & Noble, or they consult with friends or the local gym on how to train for a triathlon.

At some point, customers attain a level of knowledge that sparks action to put some money on the table. ...

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Publisher Resources

ISBN: 9781633697010