Best in brief: Risky business

Niraj Dawar and Mark Vandebosch

How companies can influence purchasing decisions in two ways: reduce interaction costs or make purchase and ownership less risky.

Best in Brief

MIT Sloan Management Review: Risky business

Mark VandeboschandNiraj Dawar

In an environment where competitors can match any product improvements quickly, companies can influence purchasing decisions in two ways: reduce interaction costs or...

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