Marketing Strategy

How to Manage Outside Innovation

evin J. Boudreau, Karim R. Lakhani

Do you gain from staging a competition between your creative minds (consumers, independent researchers, etc.) or should you rather gather them in a community of co-innovation? Three factors to take into consideration.

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The right way to manage unprofitable customers

Some alternatives to try before getting rid of unattractive customers.

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Overcoming Consumer Resistance to Innovation

Rosanna Garcia, Fleura Bardhi, Colette Friedrich

An example of a coopetition strategy used to convince a reluctant market to accept one innovation: screw caps on wine bottles in Australia and New Zealand.

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Your loyalty program is betraying you

Why aren’t loyalty and profitability systematically correlated?

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Innovating within established enterprises

Adapt your innovation strategy to the maturity of the market.

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Customer retention is not enough

Work on the intensity of the relationship as much as its longevity.

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How to rescue CRM

Manuel Ebner, Arthur Hu, Daniel Levitt, Jim McCrory

How to rescue a CRM program that is about to fail?

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The Antidote to Mismanaged CRM Initiatives

Carlos Costa, Miki Tsusaka, Nicholas Keuper , Christophe Duthoit, Kate Sayre

The need for a strategic approach to CRM.

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Making CRM make money

The basics of a successful CRM program.

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Co-opting Customer Competence

C.K. Prahalad, Venkatram Ramaswamy

How can you set up a close cooperation with your customers?

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