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Customer Innovation (2nd Ed.) Delivering a Customer-Led Strategy for Sustainable Growth

Langue : Anglais

Auteurs :

Couverture de l’ouvrage Customer Innovation
Many organizations approach customer-centic marketing and innovating their business strategy in isolation to one another, missing groundbreaking opportunities for advancement. Customer Innovation, second edition, turns this on its head by starting with the customer, innovating around their needs, then building a customer led business strategy around it. It presents a well-constructed three-by-three formula of connect, covert, collaborate, laying the foundations for innovation and change, to improve the current customer journey and expand into new customer horizons. This enables new product and service development to flow with outstanding efficiency and substantial growth. Customer Innovation, second edition, includes exciting updates around co-creation and the benefits of involving customers, stakeholders and employees from the beginning. It provides guidance on using technology to reinvent traditional business models, with consumer needs at the heart. With a spectacular range of case studies, including Disney, LEGO and Johnson & Johnson, all delivered with active takeaways, this is the ultimate handbook for any leader, business or marketing strategist, ready to pave the way in a new era of customer led strategy.
  • Section - ONE: The Zoom Lens – Laying the Foundations for Outside-In Strategy;
    • Chapter - 01: Connect – Five Practices to Zoom In On Your Consumer Channels;
    • Chapter - 02: Convert – How to Build a Culture of Daily Innovation;
    • Chapter - 03: Collaborate – Placing the Customer at the Heart of Your Activities;
  • Section - TWO: The Wide Lens – How to Innovate Your Current Customer Journey;
    • Chapter - 04: Connect – Understanding Your Customers’ Journey, Goals and Outcomes;
    • Chapter - 05: Convert – Creating Innovative Solutions to the Challenges Faced by Customers;
    • Chapter - 06: Collaborate – Closing the Gap to Downstream Value and Upstream Collaboration;
  • Section - THREE: The Fish-Eye Lens – Expanding Your Customer Base to New Horizons;
    • Chapter - 07: Connect – How to Learn From the Customers You Don’t Yet Have;
    • Chapter - 08: Convert – Should Business Model Innovation be on Your Agenda?;
    • Chapter - 09: Collaborate – Creating Adaptable Eco-Systems for Change and Expansion;
    • Chapter - 10: Three Essential Capabilities – The Playbook for Continual, Customer-Led Growth
Dr. Marion Debruyne is Dean at Vlerick Business School, Belgium, ranked within the Financial Times Top 100 Business Schools. An international coach and speaker on customer innovation, she is a professor of marketing and innovation, with diverse industry experience ranging from healthcare and financial services to consumer products. Koen Tackx is a professor of strategy and marketing at Vlerick Business School and programme director for product management and customer innovation. He is former managing director of sales and marketing at Acerta, plus vice-president and director of marketing for Belgacom and the Interparking Group.
Winner of the Innovation and Entrepreneurship category at the 2015 CMI Management Book of the Year awards in its first edition

Date de parution :

Ouvrage de 264 p.

15.5x23.3 cm

Disponible chez l'éditeur (délai d'approvisionnement : 15 jours).

Prix indicatif 44,63 €

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