In today's competitive global markets, simply making a great product is not enough. To achieve profitable growth and stand out among competitors, you must start to strategically compete through service and innovative solutions for business customers.

Professors Christian Kowalkowski and Wolfgang Ulaga guide you how to shift your business from a goods-centric to a service-savvy model. The authors' proprietary twelve-step roadmap to profitable service growth will help you break out of a narrow product-centric logic and discover how to

- determine if your company is...