Series Foreword ix
Preface xi
Introduction: From Promises to Proof 1
I Context
1 Unfinished Business 13
2 Beyond Needs and Journeys 25
3 Leaner Commerce 37
II Models
4 Shaving, Rocking Out, and Looking Fabulous 47
5 Flying Hours, Wash Cycles, and Miles Driven 61
6 Laughter, Rocks, and Quality of Life 77
III Action
7 Committing to Outcomes 91
8 Breaking the Quality Paradox 101
9 Getting Up Close and Personal 111
10 Partnering with Customers 119
11 Making Your Move 131
Notes 143
Index 165
Marco Bertini is Associate Professor of Marketing at Esade-Universitat Ramon Llula. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.
A superb, nuanced, and wide-ranging book, The Ends Game is a
must-read for anyone involved in strategy, business model design,
marketing, customer relations, or organizational development. The
authors, Marco Bertini and Oded Koenigsberg, professors of
marketing at the ESADE Business School and London Business School,
respectively, convincingly argue that playing the "ends game" can
produce superior results for both companies and customers, but it
takes skill to play it well...Bertini and Koenigsberg make an
impassioned and ambitious case for rewriting the rules of
commerce.
- Strategy + Business
"This is a deeply researched and insightful work, offering a
coherent vision of why playing the Ends Game is the future of
business. It lays out a concise manifesto for business model
disruption, centered on revenue models, and explains why pricing
models are the essence of business."
- INC
Digital technologies are transforming every business but the core
principle of value creation endures: take care of the customer. But
how? Bertini and Koenigsberg provide managers an insightful roadmap
based on careful research and lively examples.
- Erik Brynjolfsson, Professor, Stanford University; coauthor of
The Second Machine Age: Work, Progress, and Prosperity in a Time of
Brilliant Technologies In order for organizations to justify a
'forever transaction' with the customers they serve, they need to
start by aligning their goals with those of the customer. Only by
putting the customer at the center of everything they do can
organizations maximize value creation. Before hopping on the
bandwagon of the latest pricing scheme, read this book to
understand the bigger picture.
- Robbie Kellman Baxter, Founder, Peninsula Strategies; author of
The Membership Economy and The Forever Transaction The Ends Game
elevates our current understanding of pricing to the next level.
The book is simultaneously rigorous and practical, and belongs on
any executive's shelf.
- Hermann Simon, Founder and Honorary Chairman, SimonKucher &
Partners Consumers don't buy products, they buy solutions to their
problems. Products are a means to an end. This book highlights this
simple but powerful idea, and explains its implications for
business practices. A timely and mustread book.
- Sunil Gupta, Edward W. Carter Professor of Business, Harvard
Business School; author of Driving Digital Strategy
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