Matching Services to Markets

Foreword

What you have in your hand is far from the typical business book. This book does not promote a particular point of view as a take-it-or-leave-it prescription. It is not an advocacy of the latest nostrum, but rather a guide to the canonical issues that arise in seemingly novel garb at each twist and turn of the cycles of innovation and market maturity. Butch Casanova invites you to explore a rich tapestry of possibilities, within a timeless framework of business and personal development. He has created a navigation device, pointing out fascinating landmarks, and opening up views into inviting spaces you’ll want to further explore.

As a contribution to service system innovation for business and society, this slim volume draws on Butch’s ...