OPINION - Don't Just Relate -- Collaborate - While relationship marketing assumes that companies relate to customers, collaborative marketing requires that companies work with customers to define, design and deliver value.

Creating Growth With Services - The authors provide a systematic framework for thinking through the opportunities and risks inherent in a strategy that seeks services-led growth. Drawing on the concept of customer-activity chains, they explain four paths that companies can follow to create new value for their customers. Prominent examples include Kodak, General Motors, UPS and Nike.

Sawhney, Mohanbir, (2004)

Business Models - Communities of Creation: Managing Distributed Innovation in Turbulent Markets

Sawhney, Mohanbir, (2000)

Don't Homogenize, Synchronize - To present a unified corporate face to customers, many executives try to break down the walls between their units, setting up all manner of cross-business and crossfunctional working groups. But attempts to impose organizational homogeneity often backfire. Fortunately, there's a better way: synchronizing product and customer data.

Sawhney, Mohanbir, (2001)