Marco Bertini, Oded Koenigsberg

The Ends Game (eBook, ePUB)

How Smart Companies Stop Selling Products and Start Delivering Value

• Format: ePub

Produktbeschreibung

Rewrites the rules of commerce by pursuing outcomes rather than products; the seventh book in the Management on the Cutting Edge series comes from a definitive source--the MIT Sloan Management Review. Would you rather pay for healthcare or for better health? For school or education? For groceries or nutrition? A car or transportation? A theater performance or entertainment? In The Ends Game, Marco Bertini and Oded Koenigsberg describe how some firms are rewriting the rules of commerce: instead of selling the "means" (their products and services), they adopt innovative revenue models to pursue "ends" (actual outcomes). They show that paying by the pill, semester, food item, vehicle, or show does not necessarily reflect the value that customers actually derive from their purchases. Revenue models anchored on the ownership of products, they argue, are patently inferior.

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Produktdetails

• Verlag: MIT Press
• Seitenzahl: 200
• Erscheinungstermin: 8. September 2020
• Englisch
• ISBN-13: 9780262360081
• Artikelnr.: 58671672

Autorenporträt

Marco Bertini is Associate Professor of Marketing at ESADE Business School, Barcelona. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.

Inhaltsangabe

Series Foreword ix
Preface xi
Introduction: From Promises to Proof 1
I Context
1 Unfinished Business 13
2 Beyond Needs and Journeys 25
3 Leaner Commerce 37
II Models
4 Shaving, Rocking Out, and Looking Fabulous 47
5 Flying Hours, Wash Cycles, and Miles Driven 61
6 Laughter, Rocks, and Quality of Life 77
III Action
7 Committing to Outcomes 91
8 Breaking the Quality Paradox 101
9 Getting Up Close and Personal 111
10 Partnering with Customers 119
11 Making Your Move 131
Notes 143
Index 165