Tuesday, 27 June 2023 05:51

Connecting with Customers to Gain a Competitive Advantage

May 26, 2019 14:34 EDT

In an increasingly competitive marketplace, it’s no longer good enough for a company to sell a product through a simple, one-time transaction with shoppers they may never see again. Businesses can create more value for themselves and their customers if they learn to develop a connected strategy.

Siggelkow, a management professor, and Terwiesch, a professor of operations, information and decisions, are co-directors of the Mack Institute for Innovation Management. They spoke to Knowledge@Wharton about the lessons offered in their book and why it’s a good place to start for businesses looking for longevity.

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