Creating Digital Offerings Customers Will Buy

Book description

How can companies decide which new digital offerings to pursue? Successful digital offerings are created at the intersection of what technologies can deliver and what customers want and will pay for. That point of intersection, however, has proved to be elusive. To find it, companies must experiment repeatedly, cocreate with customers, and assemble cross-functional development teams — and the insights gleaned along the way must be shared internally.

Product information

  • Title: Creating Digital Offerings Customers Will Buy
  • Author(s): Jeanne W. Ross, Cynthia M. Beath, Martin Mocker
  • Release date: August 2019
  • Publisher(s): MIT Sloan Management Review
  • ISBN: 53863MIT61103