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The Cause and the Cure (Spanish version)
Christensen, Clayton M.; Cook, Scott; Hall, TaddyArticle HBS-R0512DMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Ted Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill--they want a quarter-inch hole." But 35 years later, marketers are still thinking in terms of products and ever-finer demographic segments. The structure of a mar...Starting at €8.20