Information Technologies

Jobs to Be Done

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The Jobs to Be Done (JTBD) theory is grounded upon the fact that customers do not buy products or services but instead "hire" them to do a given "job"; hence its name. This technical note introduces JTBD theory and explains how to apply it in an environment of high digital density.
Bibliographic citation: Pérez Balaguer, Jesús; Gregory, Robert Wayne; Zamora, Javier, "Jobs to Be Done: Application in Environments of High Digital Density", IESE, SIN-62-E, 06/2019
Date: 07/06/2019
Author(s): Pérez Balaguer, Jesús; Gregory, Robert Wayne; Zamora, Javier
Document type: Technical Note
Department: Information Systems
Languages: Spanish / English

Learning objective Learning from innovation using digital technology