For the longest time, businesses have embraced a “product selling” playbook. Typically, this means having a supplier with a product to sell and a customer to persuade to purchase that product based on the price and perceived value.
However, in an increasingly challenging business environment where disruption is the norm, such a transactional approach is no longer fit for purpose. In this INSEAD Knowledge podcast, Christoph Senn, Adjunct Professor of Marketing at INSEAD, and Mehak Gandhi, Head of Research at Valuecreator, discuss the benefits in adopting an alternative approach to working with your customers.