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Tilt: Shifting Your Strategy from Products to Customers by Niraj Dawar

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Notes

Chapter 1

1. Niraj Dawar and Jordan Mitchel, “Nestlé’s Nescafé Partner’s Blend: The Fairtrade Decision,” Case 9B06A020 (Boston: Harvard Business School, 2006).

2. Morgen Witzel, Fifty Key Figures in Management (London: Routledge, 2003), 9–16.

3. Eric Bond et al., “Innovations of the Industrial Revolution: Agricultural Revolution,” The Industrial Revolution web page, last updated February 17, 2003, http://industrialrevolution.sea.ca/innovations.html.

4. The section on Arkwright has benefited from discussions with John Bradley and is based on a similar section Bradley and I wrote jointly in “A Future History of Marketing,” unpublished manuscript.

5. Kamran Kashani, “Innovation and Renovation: The Nespresso Story,” Case IMD046 (Boston: Harvard ...

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