بازآفرینی خلاقانه هزینه-منفعت: چگونه در عصر سرمایه داری مشتری از جهنم کالایی شدن دور شویم، ۲۰۱۵
Creative Cost-Benefits Reinvention: How to Reverse Commoditization Hell in the Age of Customer Capitalism 2015

This book puts the commoditization phenomenon under the microscope, laying out an economic analysis, followed by solutions and strategic recommendations. Using concrete examples this book will help to change businesses approach by acting not only on the economic analysis presented, but also on the diagnosis of commoditization and the recommendations for creation of customer value. The common thread throughout this approach is the obsession with customer satisfaction, the search for a fair balance between the long and short term, and the will to reinvent business models by harnessing innovation.