Nicolaj Siggelkow explains why it is important for companies to understand their customer needs so they can provide the right connected strategy. He provides examples of different connected strategies including curated responses where companies offer personalized offerings or even anticipate customer needs and automated execution responses where customer interaction does not play a part at all.
Author & Professor at The Wharton School
Nicolaj Siggelkow is the David M. Knott Professor at the Wharton School of the University of Pennsylvania. He is a professor and the former Department Chair of Wharton’s Management Department, and a Co-Director of the Mack Institute for Innovation Management. Siggelkow has conducted strategy workshops with a large number of firms around the world, helping them to assess their own strategies and create new strategic initiatives. His current work an book named Connected Strategies, focus on how both incumbent firms and new start-ups create new business models using “connected strategies” that create much tighter connections between firms and customers.
