Catching the Next Wave: Why Good Customers Make It Hard

Joseph L. Bower; C. M. Christensen

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Other Unpublished Work | 1993

Catching the Next Wave: Why Good Customers Make It Hard

by Joseph L. Bower and C. M. Christensen

Language: English

Format: Print

Citation:

Bower, Joseph L., and C. M. Christensen. "Catching the Next Wave: Why Good Customers Make It Hard." Harvard Business Review Press, 1993.

About the Authors

Joseph L. Bower

Donald K. David Professor of Business Administration, Emeritus

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Clayton M. Christensen

Kim B. Clark Professor of Business Administration

General Management

Technology and Operations Management

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Teaching Note | HBS Case Collection | January 2019 (Revised August 2019)

JPMorgan Chase: Invested in Detroit (A), (B), and (C)

Joseph L. Bower

Teaching Note includes a link to C-case supplemental videos for instructor use during class.

Citation:
Bower, Joseph L. "JPMorgan Chase: Invested in Detroit (A), (B), and (C)." Harvard Business School Teaching Note 919-407, January 2019. (Revised August 2019.) View Details

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Module Note | August 2010 (Revised July 2019)

Integrating Around the Job to Be Done

Clayton Christensen, Rory McDonald, Laura E Day and Shaye Roseman

Unlike traditional market segmentations that are based on a correlation of product sales or service with the attributes of the purchaser (such as age, gender, income level, and education level), jobs-based segmentation seeks to understand the causal roots of purchase—when a buyer needs to "hire" a product or service to get a "job" done. This note details the thought process and the methodology behind a jobs-based segmentation and provides numerous examples. It highlights three levels in the architecture of a job: 1) What is the fundamental job or problem the customer is facing? This includes political, functional, emotional, and social dimensions; 2) What are the experiences in purchase and use that, if all provided, would sum up to nailing the job perfectly? (The "hiring criteria"); and 3) What do we need to integrate, and how must we knit those things together, so that we can provide these experiences?

Keywords: Integration planning; Jobs; Market segmentation; Customer Satisfaction; Marketing; Marketing Strategy; Problems and Challenges; Integration; Segmentation;

Citation:
Christensen, Clayton, Rory McDonald, Laura E Day, and Shaye Roseman. "Integrating Around the Job to Be Done." Harvard Business School Module Note 611-004, August 2010. (Revised July 2019.) View Details

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Module Note | June 2019

Purpose Brands

Rory McDonald, Clayton M. Christensen and Shaye Roseman

Citation:
McDonald, Rory, Clayton M. Christensen, and Shaye Roseman. "Purpose Brands." Harvard Business School Module Note 619-075, June 2019. View Details

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Catching the Next Wave: Why Good Customers Make It Hard

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