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Adding value through utility
Mohanbir Sawhney, Sirdhar Balasubramanian & Vish V. Krishnan
Product-focused companies need to understand that customers really only want utility. Smart companies are branching out into utility-adding services to expand their markets. The starting point is to classify potential services along two dimensions: first the temporal dimension, for services that add new activities to a primary activity (e.g. visiting a car dealer's showroom); and second the spatialdimension, for services that add...