Strategy

When the product offer isn’t clear, change the way people think about it

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If your potential customers are scratching their heads, consider “priming” them with a goal to accomplish. Goal prompts, along with analogies and prototypes, can help position your products strategically, according to IESE’s Romain Boulongne. marketers and business strategists.
Bibliographic citation: BOULONGNE, R. (2021). When the product offer isn’t clear, change the way people think about it. IESE Business School Insight (159), pp. 70-73.
Date: 01/09/2021
Author(s): Romain Boulongne
Document type: Non-refereed article
Department: Strategic Management
Sector:
Languages: English / Spanish