by Clayton M. Christensen, Karen Dillon, Taddy Hall, David S. Duncan · Harper Business · tapa dura · ISBN 9780062435613
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In 'Competing Against Luck', Clayton M. Christensen and his co-authors present an innovative approach to understanding business growth and innovation. They argue that customers don't buy products or services, but 'hire' them to do a specific job. By understanding these 'jobs to be done', companies can improve their innovation track record and create products that customers not only want, but are willing to pay more for. This book offers a provocative framework and a comprehensive explanation of the theory, showing how to apply it in the real world to achieve sustainable growth.
