The Power of Customer Misbehavior [electronic resource] : Drive Growth and Innovation by Learning from Your Customers /
Fisher, Michael.author.
Abbott, Martin.author.
Lyytinen, Kalle.author.
To stay competitive, firms need to build great products but they also need to lend these products to the uses and misuses of their customers and learn extensively from them. This is the first book to explore the idea that allowing customers to adapt features in online products or services to suit their needs is the key to viral growth.
Description based upon print version of record.
Cover; Contents; Figures and Tables; Acknowledgments; Introduction; 1 Why is Viral Growth Important?; 2 Technological Factors; 3 The Viral Model; 4 The Concept of Self-Identity; 5 Identity and Self-Verification; 6 Seeing and Being Seen; 7 Getting it Right; 8 Getting it Wrong; 9 Conclusion; Appendix A: Viral Growth; Appendix B: A Short Summary of Research Informing the Book Findings; Glossary; Notes and References; Index
Includes bibliographical references and index.
To stay competitive, firms need to build great products but they also need to lend these products to the uses and misuses of their customers and learn extensively from them. This is the first book to explore the idea that allowing customers to adapt features in online products or services to suit their needs is the key to viral growth.
Market research.
Public relations.
E-business.
Marketing.
Customer relations-Management.
Development economics.
Market Research/Competitive Intelligence.
Corporate Communication/Public Relations.
e-Business/e-Commerce.
Marketing.
Customer Relationship Management.
Development Economics.