Showing archive for:

market driving

“From market driven to market driving: challenging conventional customer centricity”

Sunday November 21st, 2010 1 comment

Jean-Claude Larreche is the holder of the “Alfred H. Heineken Chair in Marketing” at Insead. His last book is called “The Momentum Effect”[1] and has met quite a wide success since its May 2008 launch. One particular tool has grabbed my interest and, with Jean-Claude’s consent, I have started to experiment with it quite widely: the Discovery path matrix (please…

Read the full article →