Competing Against Luck: The Story of Innovation and Customer Choice

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9780062565235: Competing Against Luck: The Story of Innovation and Customer Choice
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[Competing Against Luck] will likely become part of the thoughtful founder's strategy arsenal. True to its unpretentious name, jobs theory is disarmingly simple... "What job is our customer trying to accomplish?" stands as one of those great business questions that companies deploy to stimulate creative juices at the start of meetings. But Competing Against Luck doesn't just introduce a tool, it also lays out a program.--Inc. Magazine

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The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for.How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now, he goes further, offering powerful new insights. After years of research, Christensen has come to one critical conclusion: our long held maxim--that understanding the customer is the crux of innovation--is wrong. Customers don't buy products or services; they "hire" them to do a job. Understanding customers does not drive innovation success, he argues. Understanding customer jobs does. The "Jobs to Be Done" approach can be seen in some of the world's most respected companies and fast-growing startups, including Amazon, Intuit, Uber, Airbnb, and Chobani yogurt, to name just a few. But this book is not about celebrating these successes--it's about predicting new ones. Christensen contends that by understanding what causes customers to "hire" a product or service, any business can improve its innovation track record, creating products that customers not only want to hire, but that they'll pay premium prices to bring into their lives. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.This book carefully lays down Christensen's provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real world--and, most importantly, how not to squander the insights it provides.

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Otras ediciones populares con el mismo título

9780062435613: Competing Against Luck: The Story of Innovation and Customer Choice

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ISBN 10: 0062435612 ISBN 13: 9780062435613
Editorial: HarperBusiness, 2016
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Clayton M. Christensen
Publicado por HarperBusiness
ISBN 10: 0062565230 ISBN 13: 9780062565235
Nuevo Paperback Cantidad disponible: 1
Librería
Revaluation Books
(Exeter, Reino Unido)

Descripción HarperBusiness. Paperback. Condición: Brand New. In Stock. Nº de ref. del artículo: zk0062565230

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