Nicolaj Siggelkow (Author & Professor at The Wharton School)
Nicolaj Siggelkow shares his reasons for deciding to write his book, Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage, along with his co-author, Christian Terwiesch. He talks about how his work with the Mack Institute for Innovation Management allowed him to witness business in action across a wide variety of industries. According to Siggelkow, he could see that companies were reshaping how they connected with their customers and that this was an area that needed to be studied. He provides examples of businesses that are connecting with their customers in new ways.