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• Technical Note | HBS Case Collection | July 2020

  Digital Platforms: An Introduction

  Chiara Farronato, Michael W. Toffel and Feng Zhu

  Keywords: Technology Industry;

  Citation:

  Farronato, Chiara, Michael W. Toffel, and Feng Zhu. "Digital Platforms: An Introduction." Harvard Business School Technical Note 621-016, July 2020.  View Details

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• Module Note | August 2010 (Revised July 2020)

  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 2020.)  View Details

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• Module Note | June 2019 (Revised July 2020)

  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. (Revised July 2020.)  View Details

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