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Why your customers' social identities matter
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Champniss, Guy , Wilson, Hugh N. and Macdonald, Emma K. (2015) Why your customers' social identities matter. Harvard Business Review . ISSN 0017-8012.
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Official URL: https://hbr.org/2015/01/why-your-customers-social-...
Abstract
Why don’t customers do what they say they’ll do? Consider the experience of the home appliance manufacturer Electrolux. On the basis of its customer feedback, it once contemplated offering free washing machines and using smart technology inside them to charge customers by the wash.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
Journal or Publication Title: | Harvard Business Review | ||||
Publisher: | Harvard Business School Publishing | ||||
ISSN: | 0017-8012 | ||||
Official Date: | January 2015 | ||||
Dates: |
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Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access | ||||
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