Jan

24

Article Summary: “Get Inside the Lives of Your Customers” by Seybold

January 24, 2009 | Comments Off on Article Summary: “Get Inside the Lives of Your Customers” by Seybold

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 […]

Dec

12

Article Summary: “Marketing Malpractice” by Christensen et al

December 12, 2008 | Comments Off on Article Summary: “Marketing Malpractice” by Christensen et al

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 […]

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 | Comments Off on Article Summary: “Constructing the first customer reference to support the growth of a start-up software technology company” by Ruokolainen Jari

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 […]