“Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage” – a HBR Press Book Review
“Connected Strategy” takes a look at an old dog that is learning every day new tricks: the promise of beautifying the customer relationships for every organization. When one looks at the complexity of the modern technology , it is easy to get lost. How can artificial intelligence, machine learning, big data and the mobile transformation change so much the marketing interactions field?
Nicolaj Siggelkow and Christian Terwiesch are taking the topic further. The new mantra for the executives spells out that “technology changes radically the way we interact with the customers.” All good, but how? And don’t we need a structural way of approaching these changes? In “Connected Strategy”, the Wharton Professors take a rather high level approach, by focusing on the connected strategies, rather on the technological nitty-gritty field. They try to stay at that level throughout the whole book – which is probably good, given the large amount of segmented approaches on the market.Read More »“Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage” – a HBR Press Book Review