ENT-4050

Lafley, A. G., & Martin, R. L. (2017). Customer loyalty is overrated. (cover story). Harvard Business Review, 95(1), 45–54.
Making customer product or service selection effortless may be one key to success.

Markey, R. (2020). Are you undervaluing your customers? Harvard Business Review, 98(1), 42–50.
Organizing around customer needs is critical to success.

Siggelkow, N., & Terwiesch, C. (2019). The age of continuous connection. (cover story). Harvard Business Review, 97(3), 64–73.
Development of communities of customers and the strategy of engagement.

Fader, P. (2019). The customer isn't always right, but some customers are better than others. TEDTalks.
Developing a culture of customer centricity.

Pine, J. (2004). What customers want. TEDTalk.
Creating authenticity in the consumer experience.