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The Marketing Book Podcast: "The Interaction Field" by Erich Joachimsthaler

The Interaction Field: The Revolutionary New Way to Create Shared Value for Businesses, Customers, and Society by Erich Joachimsthaler

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Photo Credit: Janusz Tomczyk

 

About the Author

Erich Joachimsthaler is the Founder and CEO of VIVALDI, one of the largest independent global strategy and business transformation firms, with offices in the US, Europe and Asia.

He has lectured and held faculty positions at many of the world's leading business schools, including Harvard Business School, Yale, Columbia, Dartmouth, USC, UVA and Duke.

He is the author and co-author of more than a hundred articles published in highly-respected journals as well as of two award-winning books – Brand Leadership: Building Assets In an Information Economy and Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy.

Erich has been featured in USA Today, The New York Times, Wall Street Journal, and on CNBC, among others, and writes regularly for Harvard Business Review.

In 2017, he was voted a Top 25 Influencer of Chief Digital Officers, and he was inducted as the 2017 Fellow of the ISBM Institute for his lifetime contribution in academics, thought leadership and practice in B2B marketing, strategy, and digital innovation.

And, interesting fact: he is originally from the ancient spa town Baden-Baden, Germany.

About the Book

Learn how the most successful businesses are creating value and igniting smart growth in a fast-paced, competitive market.

Most businesses today focus on competition and disruption instead of collaboration, participation, and engagement. They focus on transactions instead of interactions. They seek to optimize or extract value rather than share it. They build assets and thrive on an enormous scale, huge distribution networks, and brand recognition. But then along comes a rival that doesn't care much about your brand and your other assets, and it either rushes past you or mows you down.

In The Interaction Field, management expert, and professor Erich Joachimsthaler explains that the only way to thrive in this environment is through the Interaction Field model. Companies that embrace this model generate, facilitate, and benefit from data exchanges among multiple people and groups -- from customers and stakeholders, but also from those you wouldn't expect to be in the mix, like suppliers, software developers, regulators, and even competitors. And everyone in the field works together to solve big, industry-wide, or complex and unpredictable societal problems.

The future is going to be about creating value for everyone. Businesses that solve the immediate challenges of people today and also the major social and economic challenges of the future are the ones that will survive and grow. 

 

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Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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