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Trade-Off: Why Some Things Catch On, and Others Don't
Paperback
$18.00
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Why did the Razr ruin Motorola? Why does Wal-Mart dominate rural and suburban America but falter in large cities? Why did Starbucks stumble just when it seemed to reach for the stars?
The answer lies in he underlying tension between fidelity (the quality of a consumer's experience) and convenience (the ease of getting and paying for a product). In Trade-Off, Kevin Maney shows how these conflicting forces determine the success, or failure, of new products and companies in the marketplace.