Harvard Business Review - 2014.07,08.pdf

MARKETINGThe New Basics ofTHINKFEELDO96 StrategyFour Paths to Busi ness Model Innovati onKaran Girotra and Serguei Netessine104 The HBR InterviewLenovo CEO Yang Yuanqi ng on the PCs Future42 The Big IdeaThe Cri si s i n Reti rement Planni ngRobert C.MertonJULYAUGUST 201 4Br eguet,t he i nnovat or.Cl assi que chronograph 5287The doubl e-seconds chr onometer i ntr oduced i n 1820 was the f or er unner of the spl i t-second chr onogr aph and made i t possi bl e to pr eci sel y deter mi ne spl i t ti mes,or the r especti ve dur ati ons of two si mul taneous events.Because of thi s i nventi on Br eguet i s con si der ed the f ather of moder n chr onogr aphs.Today,the Cl assi que 5287 spl i t-seconds chr onogr aph per petuates thi s r i ch l egacy and thi s unf ai l i ng spi r i t of i nnovati on.Hi story i s sti l l bei ng wr i tten.B R E G U E T B O U T I Q U E S N E W Y O R K 6 4 6 6 9 2-6 4 6 9 B E V E R L Y H I L L S 310 8 6 0-9 911 B A L H A R B O U R 3 05 8 6 6-1061 L A S V E G A S 702 73 3-74 3 5 T O L L F R E E 8 7 7-8 9 0-03 11 W W W.B R E G U E T.C O MShown wi th cl ear gl ass f or i l l ustrati on purposes onl y.Actual appl i cati on woul d have vi sual pri vacy.2014 Steel case I nc.Al l ri ghts reserved.Trademarks used herei n are the property of Steel case I nc.or of thei r respecti ve owners.Susan Cai n Qui et Space BeMe We work wi t h t he worlds leadi ng organi zat i ons t o creat e places t hat ampli fy t he performance of t hei r people,t eams and ent erpri se.Learn more at Cain Quiet Spaces by St eelcaseIn her groundbreaki ng book,“Qui et:The Power of I nt r over t s i n a Wor l d That Can t St op Tal ki ng”,Susan Cai n suggest s as much as half of a companys workforce are i nt rovert s many of whom st ruggle i n workplaces desi gned for ext rovert s.“Theres a t i me and place for people t o come t oget her and exchange i deas,but let s rest ore t he respect we once had for soli t ude.”Susan Cain Quiet Spaces by Steelcase i s a collect i on of uni que solut i ons expressly desi gned for i nt rovert s at work.These i nt i mat e spaces help i nt rovert s focus,recharge,rejuvenat e and t herefore engage,i n ways t heyve never been able t o before.JulyAugust 2014hbr.orgMARKETINGThe New Basics ofTHINKFEELDO96 StrategyFour Paths to Busi ness Model Innovati onKaran Girotra and Serguei Netessine104 The HBR InterviewLenovo CEO Yang Yuanqi ng on the PCs Future42 The Big IdeaThe Cri si s i n Reti rement Planni ngRobert C.MertonJULYAUGUST 201 4ContentsHBR.ORGWhat you need to know about strategy and i nnovati on today.hbr.org/special-collections/strategy54 The Ultimate Marketing Machine In the di gi tal age,as new marketi ng approaches emerge dai ly,what strategi es,structures,and capabi li ti es should organi zati ons adopt?Marc de Swaan Arons,Frank van den Driest,and Keith Weed 64 Decision-Driven Marketing When marketi ng works closely wi th other uni ts to execute key deci si ons,i t can get thi ngs done far more qui ckly and effecti vely than i n the past.Aditya Joshi and Eduardo Gimnez72 Unlock the Mysteries of Your Customer Relationships Your customers arent just resources to be harvested;theyre i ndi vi duals looki ng for a certai n ki nd of relati onshi p wi th your brand.Jill Avery,Susan Fournier,and John Wittenbraker82 The Rise of the Chief Marketing Technologist As IT becomes i ncreasi ngly central to marketi ng,a new type of executi vepart strategi st,part creati ve di rector,part technology leader,and part teacheri s emergi ng.Scott Brinker and Laura McLellanABOVE Markus Linnenbrink DIEDRITTE-DIMENSION 2011 JVA/Pri son Dsseldorf Rath,Germany JulyAugust 2014Harvard Busi ness Revi ew7Features JulyAugust 201486104AUDIO Analysi s from the leadi ng mi nds i n management.blogs.hbr.org/ideacastTHE BIG IDEAThe Crisis in Retirement PlanningFund managers and savers must stop focusi ng on amassi ng the largest possi ble pot of savi ngs and i nstead i nvest i n ways that secure a guaranteed i ncome i n reti rement.Robert C.Merton42Sustainability in the BoardroomAs concerns about cli mate change,polluti on,and global worki ng condi ti ons i ntensi fy,compani es would do well to follow Ni kes example:Create a board-level commi ttee dedi cated to corporate responsi bi li ty.Lynn S.PaineFour Paths to Business Model InnovationA framework to make i nnovati ng your busi ness model a conti nual,i nclusi ve process Karan Girotra and Serguei Netessine“I Came Back Because the Company Needed Me”Yang calls hi s strategy“protect and attack”defendi ng Lenovos core market i n PCs whi le movi ng i nto new growth areas such as mobi le and the cloud.Lenovo CEO Yang Yuanqing,interviewed by Adi Ignatius38HOW WE DID IT The CEO of Ozon on Building an e-Commerce Giant in a Cash-Only EconomyAmong other thi ngs,the company essenti ally had to create i ts own FedEx to work around Russi as unreli able deli very systems.Maelle Gavet 111THE GLOBE How the Other Fukushima Plant SurvivedFukushi ma Dai ni survi ved the March 2011 earthqua