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Lafley, A. G., & Martin, R. L. (2017). Customer loyalty is overrated. (cover story). Harvard Business Review, 95(1), 45–54. Making customer product or service selection effortless may be one key to success.
Markey, R. (2020). Are you undervaluing your customers? Harvard Business Review, 98(1), 42–50. Organizing around customer needs is critical to success.
Siggelkow, N., & Terwiesch, C. (2019). The age of continuous connection. (cover story). Harvard Business Review, 97(3), 64–73. Development of communities of customers and the strategy of engagement.
