Can Chinese Smartphone Darling Xiaomi Compete in Western Markets?
Harvard Business Review
SEPTEMBER 24, 2013
The “jobs-to-be-done” theory articulates the gap between how producers view and market a product and how customers actually use it. In the words of Harvard Business School marketing professor Theodore Levitt, “ People don’t want to buy a quarter-inch drill. Hence the focus on non-consumers. Xiaomi’s Challenge.
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