Can Chinese Smartphone Darling Xiaomi Compete in Western Markets?
Harvard Business Review
SEPTEMBER 24, 2013
In the words of Harvard Business School marketing professor Theodore Levitt, “ People don’t want to buy a quarter-inch drill. For example, consumer brands tend to have more of a social/emotional component to their jobs-to-be-done, while B2B products are heavier on functional needs. They want a quarter-inch hole! ”.
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