9780262044349

The Ends Game

by ;
  • ISBN13:

    9780262044349

  • ISBN10:

    026204434X

  • Format: Hardcover
  • Copyright: 2020-09-08
  • Publisher: Mit Pr

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Supplemental Materials

What is included with this book?

Summary

How some firms are rewriting the rules of commerce by pursuing “ends”—actual outcomes—rather than selling “means”—their products and services.

Would you rather pay for healthcare or for better health? For school or education? For groceries or nutrition? A car or transportation? A theater performance or entertainment? In The Ends Game, Marco Bertini and Oded Koenigsberg describe how some firms are rewriting the rules of commerce: instead of selling the “means” (their products and services), they adopt innovative revenue models to pursue “ends” (actual outcomes). They show that paying by the pill, semester, food item, vehicle, or show does not necessarily reflect the value that customers actually derive from their purchases. Revenue models anchored on the ownership of products, they argue, are patently inferior.

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. New revenue models will enable transparency, accountability, and efficiency.
Bertini and Koenigsberg offer real-world examples of how companies in healthcare, transportation, education, and other sectors are already playing “the ends game,” describing, among other things, the successes of Dollar Shave Club, Rent the Runway, and “pay as you fly” insurance for drone flights.
Finally, they outline the challenges in adopting these new models, offering guidance on such issues as criteria for defining an outcome, concerns over data collection, and internal organizational obstacles.

Author Biography

Marco Bertini is Associate Professor of Marketing at ESADE Business School, Barcelona.

Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.

Table of Contents

Series Foreword ix
Preface xi
Introduction: From Promises to Proof 1
I Context
1 Unfinished Business 13
2 Beyond Needs and Journeys 25
3 Leaner Commerce 37
II Models
4 Shaving, Rocking Out, and Looking Fabulous 47
5 Flying Hours, Wash Cycles, and Miles Driven 61
6 Laughter, Rocks, and Quality of Life 77
III Action
7 Committing to Outcomes 91
8 Breaking the Quality Paradox 101
9 Getting Up Close and Personal 111
10 Partnering with Customers 119
11 Making Your Move 131
Notes 143
Index 165

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