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Who Do You Want Your Customers to Become?

In: Marketing Wisdom

Author

Listed:
  • Michael Schrage

    (Massachusetts Institute of Technology (MIT) Sloan School)

Abstract

Disruptive innovation continues to transform markets, industries and expectations worldwide. That clever new Chinese social media feature can inspire startups and threaten incumbents in Boston, Berlin and/or Bangalore. New value can come from anywhere and everywhere. Customers and clients, not just rivals and competitors, now drive and determine disruption. My clients and classes live in this disruptive reality.

Suggested Citation

  • Michael Schrage, 2019. "Who Do You Want Your Customers to Become?," Management for Professionals, in: Kartikeya Kompella (ed.), Marketing Wisdom, pages 115-126, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-10-7724-1_8
    DOI: 10.1007/978-981-10-7724-1_8
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