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  • Image of How Customers Think
    Image of How Customers Think

    Essential Insights into the Mind of the Market

    by Gerald (Jerry) Zaltman

    Why do 80 percent of new products despite the best efforts of market researchers -- through techniques such as focus groups and market surveys -- to predict what customers want. According to Harvard Business School marketing professor Gerald Zaltman, the reason for the failure of traditional market research methods is that they depend on customers consciously knowing what they want and what they will buy. However, customer behavior toward products and brands is often driven by the unconscious, r

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  • Image of Stronger in the Broken Places
    Image of Stronger in the Broken Places

    Nine Lessons for Turning Crisis into Triumph

    by James Lee Witt, James Morgan

    As the director of the Federal Emergency Management Agency from 1993 until 2001, James Lee Witt witnessed some of the worst crises Mother Nature, chance and certain humans had to offer — earthquakes, floods, airline crashes, the Oklahoma City bombing, and more. Through it all, he not only drastically improved the reputation FEMA had among lawmakers and crisis victims and survivors alike (his leadership rescued the flagging agency), he also developed a strategy for managing crises — a customer-ce

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  • Image of Convergence Marketing
    Image of Convergence Marketing

    Strategies for Reaching the New Hybrid Consumer

    by Jerry Wind, Vijay Mahajan

    During the advent of the Internet, marketers thought of consumers in terms of those who shopped in the non-virtual marketplace (traditional consumers) and those who shopped online (cyberconsumers). In reality, neither extreme truly reflected the habits of tech-savvy consumers. This new audience took on the hybrid qualities of the centaurs of Greek myth (half man, half beast) as they shuttled between online and offline storefronts and information centers, according to their needs. The companies b

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  • Image of Creating and Dominating New Markets
    Image of Creating and Dominating New Markets

    by Peter Meyer

    New markets (markets that did not exist before you created them) areexciting, profitable and forgiving. They provide the thrill of creatingsomething no one has done before. They also lack the competitive pressure that reduces prices in mature markets. You do not find new markets. You create them by finding the solution to a problem that people want resolved. In other words, a new market exists at the convergence of a high level of perceived need with a solution that didnot previously exist. In t

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  • Image of Speed Review: Entrepreneurial Management
    Image of Speed Review: Entrepreneurial Management

    by Robert J. Calvin

    McGraw-Hill, 295 pages

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  • Image of Speed Review: Leadership on the Line
    Image of Speed Review: Leadership on the Line

    Staying Alive Through the Dangers of Leading

    by Ronald A. Heifetz, Marty Linsky

    Harvard Business School Press, 252 pages

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