A Fresh and Important New Way to Understand Why We Buy Why did the RAZR ultimately ruin Motorola? Why does Wal-Mart dominate rural and suburban areas but falter in large cities? Why did Starbucks stumble just when it seemed unstoppable? The answer lies in the ever-present tension between fidelity (the quality of a consumer's experience) and convenience (the ease of getting and paying for a product).
In Trade-Off, Kevin Maney shows how these conflicting forces determi.
Crown Business Trade-off: why some things catch on, and others don't, paperback/kevin maney
