Payback

Turning Customer Value Into Lasting Revenue
1. Auflage 2026
ISBN: 978-1-394-33852-8
Verlag: Wiley

Buch, Englisch, 272 Seiten

Discover how to capitalize on what makes your business—and its products—truly valuable to customers

In Payback: Turning Customer Value into Lasting Revenue, a team of veteran business strategy thought leaders delivers an innovative, pragmatic approach to value that will transform the way you understand competitive advantage and improve your company’s financial performance. The authors explain the customer’s journey in evaluating what makes a product or service meaningful and unique in the marketplace. They show you how to navigate and translate that evaluation process into sustained revenue.

Payback offers a step-by-step guide to a continuous process linking product and service investments with realized customer perceptions of value and, ultimately, the firm’s financial results. It combines a practical perspective on customer value with a grounded framework you can implement at your own firm.

The book offers:

- Proven strategies for creating, positioning, and pricing products and services that are meaningful and unique to customers
- Insightful illustrations of how today’s typical interactions between companies and customers unnecessarily waste value, to the detriment of both parties
- Pricing and monetization techniques that help leaders focus on profitable ways to capture value from different groups of customers

Perfect for company executives who set product and service strategy, Payback is also a must-read guide for seasoned business leaders trying to turn around underperforming product lines, as well as MBA students and anyone else with an interest in practical business strategies that deliver results.

Autoren/Hrsg.

Bertini, Marco

Koenigsberg, Oded

Ofek, Elie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Preface vii
Acknowledgments xi

PART I Money Out, Money In 1
Chapter 1 When Great Products Underperform 3
Chapter 2 The Value in Understanding Value 13
Chapter 3 Lost in Transition 27

PART II One Journey, Four Challenges 39
Chapter 4 The Specification Challenge 41
Chapter 5 The Education Challenge 51
Chapter 6 The Conversion Challenge 67
Chapter 7 The Personalization Challenge 83

PART III Obstacles Along the Journey 97
Chapter 8 Customer Psychology 99
Chapter 9 Cost Considerations 113
Chapter 10 Competitive Moves 129

PART IV Getting to Payback 147
Chapter 11 Because Every Journey Needs a Destination 149
Chapter 12 Measurement Matters 159
Chapter 13 What Your Revenue Strategy Says About You 171
Chapter 14 The Organizational Challenge 183

Appendix: Applying the Customer Value Journey—An Illustrative Example 193
Notes 211
Index 253

Über Autor(innen)

MARCO BERTINI is Professor of Marketing at Esade Business School. His research examines how firms link customer understanding to commercial performance through their pricing decisions, and on the economic and psychological forces that shape that process. He previously taught at London Business School and has worked with organizations including AT&T, BBVA, AstraZeneca, and Boston Consulting Group.

ODED KOENIGSBERG is Professor of Marketing at London Business School. His research focuses on pricing and the interface between marketing and operations. He develops mathematical models that incorporate the cross-functional aspects of firms’ marketing management decisions. He teaches pricing strategy across MBA and executive programs.

ELIE OFEK is Professor of Business Administration at Harvard Business School. His research explores firms’ innovation strategies and their links to monetization. He also examines the business implications of AI and how consumer trends shape go-to-market efforts. His work has appeared in leading management journals, and he has authored numerous bestselling HBS case studies. He has collaborated with companies across a range of industries, including high-tech, consumer goods, media and entertainment, retail, financial services, and pharmaceuticals.