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The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value

By: Marco Bertini and Oded Koenigsberg
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Abstract

How some firms are rewriting the rules of commerce by pursuing “ends”—actual outcomes—rather than selling “means”—their products and services.

Keywords

Commerce; Business Model; Design; Customer Relationship Management; Strategy

Citation

Bertini, Marco, and Oded Koenigsberg. The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value. Management on the Cutting Edge. Cambridge, MA: MIT Press, 2020.

About The Author

Marco Bertini

Marketing
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