Jan
24
Article Summary: “Get Inside the Lives of Your Customers” by Seybold
January 24, 2009 | Leave a Comment
This is a summary I have written for Seybold’s article “Get Inside the Lives of Your Customers”, originally as part of my Harvard Innovation and Business Transformation class assignment.
Companies often focus narrowly on fine-tuning their products and overlook the contexts which a customer does business (”The Customer Scenario”). Internet can provide customized information and applications [...]
Dec
12
Article Summary: “Marketing Malpractice” by Christensen et al
December 12, 2008 | Leave a Comment
This is a summary I have written for the article “Marketing Malpractice”, originally as part of my Harvard Innovation and Business Transformation class assignment.
Marketing professionals should understand how their clients live their lives and create relevant products that solve their problems and meet their needs. Customers buy products for a reason, they often have a [...]
Nov
18
Article Summary: “Constructing the first customer reference to support the growth of a start-up software technology company” by Ruokolainen Jari
November 18, 2008 | Leave a Comment
This is a summary I have written for Ruokolainen Jari’s article “Constructing the first customer reference to support the growth of a start-up software technology company”, originally as part of my Harvard Innovation and Business Transformation class assignment.
Customer references can help a new business build credibility, trustworthiness and reputation, especially for new companies and technologies [...]
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