Weatherhead School faculty, alumni publish book on customer misbehavior

kjl13Kalle Lyytinen, associate dean for research and faculty director of the Doctor of Management program, recently published a book, The Power of Customer Misbehavior, with Mike Fisher and Martin Abbott.

The Power of Customer Misbehavior explores the importance of customer-driven innovation for top- and bottom-line growth. It shows how companies should not only learn to identify how their products are being misused, but also how to use this knowledge to innovate new products and services that better meet customer needs and promote viral growth. These techniques also promote long-term customer loyalty and growth even in hyper-competitive environments.

Fisher is a co-founding partner in the growth and scalability advisory firm AKF Partners, and received a PhD and MBA from Case Western Reserve. Abbott is a co-founding partner of AKF Partners and has a Doctorate in Management from Case Western Reserve. A promotional video for the book can be found online.