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Technical note
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Reference no. SIN-0062-E
Published by: IESE Business School
Originally published in: 2019
Version: 20 June 2019
Revision date: 11-Nov-2019

Abstract

The Jobs to Be Done (JTBD) theory is grounded upon the fact that customers do not buy products or services but instead 'hire' them to do a given 'job', hence its name. This technical note introduces JTBD theory and explains how to apply it in an environment of high digital density.

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Abstract

The Jobs to Be Done (JTBD) theory is grounded upon the fact that customers do not buy products or services but instead 'hire' them to do a given 'job', hence its name. This technical note introduces JTBD theory and explains how to apply it in an environment of high digital density.

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