The Ends Game

The Ends Game

How Smart Companies Stop Selling Products and Start Delivering Value

Marco Bertini, Oded Koenigsberg

$18.99

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Description

Rewrites the rules of commerce by pursuing outcomes rather than products; the seventh book in the Management on the Cutting Edge series comes from a definitive source--the MIT Sloan Management Review.

Would you rather pay for healthcare or for better health? For school or education? For groceries or nutrition? A car or transportation? A theater performance or entertainment? In The Ends Game, Marco Bertini and Oded Koenigsberg describe how some firms are rewriting the rules of commerce: instead of selling the "means" (their products and services), they adopt innovative revenue models to pursue "ends" (actual outcomes). They show that paying by the pill, semester, food item, vehicle, or show does not necessarily reflect the value that customers actually derive from their purchases. Revenue models anchored on the ownership of products, they argue, are patently inferior.


Author

Marco Bertini:
Marco Bertini is Associate Professor of Marketing at ESADE Business School, Barcelona. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.|||Marco Bertini is Associate Professor of Marketing at ESADE Business School, Barcelona. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.

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