Established firms must innovate to survive, but they often struggle to look beyond their own goods and services for innovation. Joachimsthaler provides new and renewed marketing tools and techniques to design and deliver products that are extremely relevant in certain customer contexts.Consumers are not going to throw out their car stereo and CD changers for now. But they might change the way they use their car stereo and certainly have less need to carry a second set of CDs in their car trunks. The iPod is a spoiler, but not anbsp;...
|Title||:||Hidden in Plain Sight|
|Publisher||:||Harvard Business Press - 2013-12-30|