Cover art for Connected Strategy
Harvard Business Review Press, June 2019
Hardcover, 256 pages
23.5cm × 15.6cm

Connected Strategy Building Continuous Customer Relationships for Competitive Advantage

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The Internet of Things, robo investment advisers, wearable fitness devices, remote

health care executives in many industries are currently being

inundated with a confusingly and exhaustingly broad range of technological

developments that enable new business models.

                    There is, however, a common thread among all of these developments: firms are

fundamentally changing how they connect with their customers. Rather than having

occasional, episodic interactions - where customers realise they have an unmet need

and then look for ways to fill it - firms are striving to be continuously connected to

their customers, providing services and products as the needs arise, even before

customers become aware of them.

                    Firms such as Nike, Disney, Progressive Insurance, McGraw-Hill Higher Education,

Medtronic, Hewlett-Packard, and Tesco are developing and competing on connected

strategies: creating superior customer experiences through connectivity while

simultaneously driving dramatic improvements in operational efficiencies and

reshaping their industries.

                    Strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the

emergence of connected strategies across a broad array of industries and show how

these strategies work, how they eliminate the trade-off between superior customer

experience and low cost, and how companies can formulate, design, and implement

them. In showing how to create a connected strategy, the authors reveal the four

pathways - respond-to-desire, curated offerings, coaching, and automatic

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