The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value (Management on the Cutting Edge)
Marco Bertini,Oded Koenigsberg
ISBN 10: 0262542773 ISBN 13: 9780262542777
Published by MIT Press 2022-01-20, 2022
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Synopsis:
How some firms are rewriting the rules of commerce by pursuing ends\-\-actual outcomes\-\-rather than selling means\-\-their products and services.<\/b> <p\/>Would you rather pay for health care 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<\/i>, Marco Bertini and Oded Koenigsberg describe how some firms are rewriting the rules of commerce: instead of selling the means (products and services), they adopt innovative revenue models to pursue the 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.
About the Author: Marco Bertini is Associate Professor of Marketing at Esade--Universitat Ramon Llula. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.
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Bibliographic Details
Title: The Ends Game: How Smart Companies Stop ...
Publisher: MIT Press 2022-01-20
Publication Date: 2022
Binding: Paperback
Condition: New