Reach Critical Mass

Sandra Vandermerwe

Chapter Breakthrough 9 in Breaking Through, 2014, pp 215-234 from Palgrave Macmillan

Abstract: Abstract Customer-centric transformation relies on getting insider and outsider conversion rates and the adoption process right, for which there are critical success factors. At this point, internally people are influencing each other and are influenced by market reaction. Externally, through a powerful combination of marketing and engagement, based on trust and authentic ongoing value, social proof, public approval and positive sentiment, the brand becomes contagious. The trick is to get the two internal and external energy forces to coincide, which leads to rapid multiplication and exponential rewards.

Keywords: Hand Hygiene; Recovery Service; Critical Success Factor; Adoption Process; Loyalty Programme (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-39551-1_10

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DOI: 10.1057/9781137395511_10

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