@article{RossBeathMocker2019,
  author    = {Ross, Jeanne and Beath, Cynthia and Mocker, Martin},
  title     = {Creating digital offerings customers will buy : find the sweet spot between what technologies can deliver and what your customers need},
  journal   = {MIT Sloan management review},
  volume    = {61},
  number    = {1},
  issn      = {1532-9194},
  institution = {ESB Business School},
  pages     = {64 -- 69},
  year      = {2019},
  abstract  = {Successful digital offerings are created at the intersection of what technologies can deliver and what customers want and will pay for. That point of intersection, however, has proved to be elusive. To find it, companies must experiment repeatedly, cocreate with customers, and assemble cross-functional development teams - and the insights gleaned along the way must be shared internally. In this article, we discuss how several of the nearly 200 companies we've studied have built and exercised these capabilities. We also take a close look at how one company, Schneider Electric, is using them to acquire and share customer insights.},
  language  = {en}
}