- Winner of the Innovation and Entrepreneurship category at the 2015 CMI Management Book of the Year awards in its first edition
- Provides a game-changing formula for cutting-edge business growth, combining the concepts of customer-centric marketing and innovative business strategy for step-by-step implementation, or tailoring where relevant
- Celebrates fantastic new case studies with actionable takeaways, including Disney, LEGO, Netflix, Johnson & Johnson and Coca Cola
- New to this edition: Deeper exploration of co-creation and the benefits of involving consumers, stakeholders and employees throughout; plus using technology to generate a groundbreaking new business model
Customer Innovation
Delivering a Customer-Led Strategy for Sustainable Growth
Draws customer-centric marketing and innovative business strategy together into a breakthrough formula for transformative, long-term growth.
Key features at a glance
EAN: 9780749484187
Edition: 2
Published:
Format: 235x160
264 pages
About the book
WINNER: CMI Management Book of the Year Awards 2015 - Innovation and Entrepreneurship Category (1st edition)
Many organizations approach customer-centic marketing and innovating their business strategy in isolation to one another, missing groundbreaking opportunities for advancement. Customer Innovation, second edition, turns this on its head by starting with the customer, innovating around their needs, then building a customer led business strategy around it. It presents a well-constructed three-by-three formula of connect, convert, collaborate, laying the foundations for innovation and change, to improve the current customer journey and expand into new customer horizons. This enables new product and service development to flow with outstanding efficiency and substantial growth.
Customer Innovation, second edition, includes exciting updates around co-creation and the benefits of involving customers, stakeholders and employees from the beginning. It provides guidance on using technology to reinvent traditional business models, with consumer needs at the heart. With a spectacular range of case studies, including Disney, LEGO and Johnson & Johnson, all delivered with active takeaways, this is the ultimate handbook for any leader, business or marketing strategist, ready to pave the way in a new era of customer led strategy.
About the authors
Dr. Marion Debruyne is Dean at Vlerick Business School, Belgium, ranked within the Financial Times Top 100 Business Schools. An international coach and speaker on customer innovation, she is a professor of marketing and innovation, with diverse industry experience ranging from healthcare and financial services to consumer products.
Dr. Koen Tackx is a professor of strategic marketing at Vlerick Business School, Belgium where his main focus is on how companies can create superior value for their customers. Before joining the academic world, he held several executive positions in different service industries.
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