Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation

About Patrick BarwiseSean Meehan

Patrick Barwise is emeritus professor of management and marketing at London Business School and chairman of Which? the UK's leading consumer organization. He joined LBS in 1976 after an early career at IBM and has published widely on management marketing media and research methods. He is an experienced conference speaker and expert witness having worked on commercial tax and competition cases in Brussels Frankfurt London Paris and Washington. He has also has been involved in two successful start-up businesses: the online field research company Research Now (acquired by e-Rewards in 2009) and the online brand community specialist Verve. Seán Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD in Lausanne Switzerland. Since joining IMD in 1997 he has directed both its MBA program and its Orchestrating Winning Performance open executive program but his main focus has been on designing and delivering customized offerings for leading global companies such as Air France-KLM Caterpillar Hilti Mastercard Sandvik Telefonica and Toyota. His research is about understanding and addressing the challenges of becoming customer-focused. His early career was in client service and marketing roles at Arthur Andersen and Deloitte.The authors' previous book Simply Better: Winning and Keeping Customers by Delivering What Matters Most won the American Marketing Association's 2005 Berry-AMA Book Prize and has been translated into seven other languages. Their research has also been published in the Harvard Business Review MIT Sloan Management Review and other leading management journals.