3 of 4 people found the following review helpful
This review is from: Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation (Hardcover)
Customer review from the Amazon Vine Programme (What's this?)
Very theoretical in its approach, this book offers an overview about how world-recognised brand work and innovate. How some fail (like Motorola) because they're too "icon"-orientated and how others succeed, because they're customer-orientated.
If you run a small business, it's helpful because it helps get you into the customer-orientated mindset.
It's a pleasure to read too.