MIT Press Live! presents an author talk with Marco Bertini and Oded Koenigsberg, authors of The Ends Game.
In The Ends Game, Marco Bertini and Oded Koenigsberg describe how some firms are rewriting the rules of commerce: instead of selling the “means” (products and services), they adopt innovative revenue models to pursue the “ends” (actual outcomes).
Bertini and Koenigsberg explain that advances in technology have made it possible for firms to collect “impact data” that tells them when and how customers use their products and how those products perform, and that firms can draw on this data to turn products into seamless services.
About the authors
Marco Bertini is a Professor of Marketing at ESADE Business School—Universitat Ramon Llull.
Oded Koenigsberg is a Professor of Marketing and Deputy Dean at London Business School.