Mohanbir Sawhney is the McCormick Tribune Professor of Technology and the Director of the Center for Research in Technology & Innovation at Northwestern University’s Kellogg School of Management.

All Papers from Mohanbir Sawhney :

 Insights Into Customer Insights
Insights often emerge from looking at a problem differently, and by being eclectic in research methods.
CRM Project Volume 5, October 06, 2004

 Fundamentals of Customer Value
To create successful customer relationships, companies must understand what their customers care about and what value proposition appeals to them.
CRM Project Volume 4, December 08, 2003

 Beyond Relationship Marketing: The Rise of Collaborative Marketing
Customers are more empowered and connected, which is shifting the balance of power. Consequently, firms must rethink how they interact with customers.
CRM Project Volume 3, October 30, 2002

 The Changing Face of Customer Relationships: An Interview with Mohanbir Sawhney
A simple shift in perspective can help you gain a deeper understanding of your customer. An “Activities Blueprint” can direct you there.
CRM Project Volume 2, June 15, 2001