What Apple, Lending Club, and AirBnB Know About Collaborating with Customers
The idea of “co-creating” with customers has been circulating for years,
but until recently few companies effectively exploited its power or
understood its contribution to the bottom line.
Our research
indicates that companies that make their customers partners, and share
the value created, lead the pack on revenue growth, profit margins,
capital efficiency, and enterprise value. We call these companies
Network Orchestrators. By leveraging customer networks and their
tangible (e.g. homes and cars) and intangible (e.g. expertise and
relationships) assets, firms can gain these advantages of the Network
Orchestration business model.
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