Publications
Publications
- June 2019 (Revised August 2024)
Purpose Brands
By: Rory McDonald, Clayton M. Christensen and Shaye Roseman
Abstract
Introduces a framework for innovation and brand building that is connected to an understanding of customers' Jobs to Be Done.
Keywords
Brand ＆ Product Management; Brand Architecture; Brand Building; Innovation; Product Development Strategy; Product Differentiation; Brands and Branding; Product Development
Citation
McDonald, Rory, Clayton M. Christensen, and Shaye Roseman. "Purpose Brands." Harvard Business School Module Note 619-075, June 2019. (Revised August 2024.)