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Published by: Harvard Business Publishing
Published in: "Harvard Management Update", 2003

Abstract

Historically, companies have tried to influence and figure out their customers'' needs and wants by using the carrot and the stick approach. However, some companies are having success with a third approach--using social norms and the power of the group. This guest column by Frances X. Frei, an assistant professor at Harvard Business School, can teach you a new way of looking at your customers to tap into what they really want.

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Abstract

Historically, companies have tried to influence and figure out their customers'' needs and wants by using the carrot and the stick approach. However, some companies are having success with a third approach--using social norms and the power of the group. This guest column by Frances X. Frei, an assistant professor at Harvard Business School, can teach you a new way of looking at your customers to tap into what they really want.

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