The Behavioral Advantage reveals the secrets behind what is essentially a chess game with competitors To win the game, companies must develop: A carefully plotted opening game, with all internal values, policies, practices and behaviors fully aligned to make the most of resources and capabilities A smart and efficient middle game, in which the company builds and strengthens its position with the customer, thereby outflanking competitors A confident and smooth endgame that assures a successful relationship and lays the groundwork for equally successful future games
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