Spring 2002
Volume 43, Issue # 3

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Issues archive

Don't Just Relate — Collaborate

  • Opinion & Analysis
  • Read Time: 3 min 

While relationship marketing assumes that companiesrelate to customers, collaborative marketing requires that companieswork with customers to define, design and deliver value.

The Elements of Platform Leadership

  • Research Feature
  • Read Time: 24 min 

Platform leadership is the ability of a company to drive innovation around a particular platform technology at the broad industry level. The more people who use platform products, the more incentives there are for complement producers to introduce more complementary products, causing a virtuous cycle.


The Comparative Advantage of X-Teams

  • Research Feature
  • Read Time: 19 min 

Traditional teams are not faring well in today business environment because they are too inwardly focused and lack flexibility. The authors detail the high levels of performance of a new, externally focused team, the X-team and outline the five components of X-teams they have studied.


Pricing as a Strategic Capability

  • Research Feature
  • Read Time: 21 min 

The ability to set the right price at the right time, any time — the very definition of a pricing capability — is becoming increasingly important. Based on their work with dozens of companies, the authors explain how investments in human capital, systems capital and social capital come together to form a pricing capability that competitors will have a hard time imitating.