The Ends Game
How Smart Companies Stop Selling Products and Start Delivering Value
Published on 8. September 2020
200 pages
978-0-262-36008-1 (ISBN)
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.
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.
More details
Other editions
Additional editions
Marco Bertini | Oded Koenigsberg
The Ends Game
How Smart Companies Stop Selling Products and Start Delivering Value
Book
01/2022
MIT Press
€19.00
Shipment within 10-20 days
Persons
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.
Content
- Intro
- Series Page
- Title Page
- Copyright
- Dedication
- Table of Contents
- Series Foreword
- Preface
- Introduction: From Promises to Proof
- I: Context
- 1. Unfinished Business
- 2. Beyond Needs and Journeys
- 3. Leaner Commerce
- II: Models
- 4. Shaving, Rocking Out, and Looking Fabulous
- 5. Flying Hours, Wash Cycles, and Miles Driven
- 6. Laughter, Rocks, and Quality of Life
- III: Action
- 7. Committing to Outcomes
- 8. Breaking the Quality Paradox
- 9. Getting Up Close and Personal
- 10. Partnering with Customers
- 11. Making Your Move
- Index
