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The power of customer misbehavior :drive growth and innovation by learning from your customers /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The power of customer misbehavior :Michael Fisher, Martin Abbott and Kalle Lyytinen.
其他題名:	drive growth and innovation by learning from your customers /
作者:	Fisher, Michael,
其他作者:	Abbott, Martin,
面頁冊數:	1 online resource.
標題:	Consumer behavior.
電子資源:	https://link.springer.com/book/10.1057/9781137348920
ISBN:	1137348925 (electronic bk.)

The power of customer misbehavior :drive growth and innovation by learning from your customers /
Fisher, Michael,

The power of customer misbehavior :drive growth and innovation by learning from your customers /Michael Fisher, Martin Abbott and Kalle Lyytinen. - 1 online resource.

Why is Viral Growth Important? -- The Viral Model -- Technological Factors -- Demonstrating Skills, Proficiency, Taste and Accomplishments -- Seeing and Being Seen -- Getting It Right -- Getting It Wrong -- Conclusion.

The Power of Customer Misbehavior explores the importance of customer driven innovation for top line and bottom line growth. It shows how companies should not only learn to identify how their products are being misused, but also how to use this knowledge to innovate new products and services that better meet customer needs and promote viral growth. These techniques also promote long-term customer loyalty and growth even in hypercompetitive environments. This unique new book is the first to explore the idea of 'customer misuse': when customers modify features or expand the usage of products and services in ways that were never intended. Reacting appropriately to customer misuse will allow companies to enter new markets, create more loyal customers, and encourage customers to tell others about the company's products, all of which foster faster growth. These compelling concepts are presented in the form of simple actionable principles and illustrated with rich case studies from successful companies such as Twitter, Intuit, eBay and Coca-Cola, to offer the first practical guide to harnessing this new source of strategic innovation.

ISBN: 1137348925 (electronic bk.)

Source: 686849Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

185170
Consumer behavior.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415.32

Dewey Class. No.: 658.8/342 / 23

The power of customer misbehavior :drive growth and innovation by learning from your customers /
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520 $a The Power of Customer Misbehavior explores the importance of customer driven innovation for top line and bottom line growth. It shows how companies should not only learn to identify how their products are being misused, but also how to use this knowledge to innovate new products and services that better meet customer needs and promote viral growth. These techniques also promote long-term customer loyalty and growth even in hypercompetitive environments. This unique new book is the first to explore the idea of 'customer misuse': when customers modify features or expand the usage of products and services in ways that were never intended. Reacting appropriately to customer misuse will allow companies to enter new markets, create more loyal customers, and encourage customers to tell others about the company's products, all of which foster faster growth. These compelling concepts are presented in the form of simple actionable principles and illustrated with rich case studies from successful companies such as Twitter, Intuit, eBay and Coca-Cola, to offer the first practical guide to harnessing this new source of strategic innovation.
588 $a Description based on publisher supplied information.
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650 0 $a Customer relations $x Management. $3 202165
650 0 $a Marketing. $3 182957
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700 1 $a Lyytinen, Kalle, $d 1953- $3 339106
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