Peter Boatwright & Jonathan Cagan: Built To Love: Creating Products That Captivate Customers

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Associate Professor of Marketing in the Tepper School of Business at Carnegie Mellon University, Peter Boatwright; and George Tellman and Florence Barrett Ladd Professor in Mechanical Engineering, Jonathan Cagan, describe how emotion is fundamental to being human, including the products we use and enjoy. As a result, leading companies do more than simply produce things that work better. They create captivating products that energize the marketplace, and set the standard for what customers want and expect from products. These products address the customer's emotional needs. The products are designed to be built to love from the start. The authors describe as well how emotion driven products boost the company bottom line. Through analysis of company stock performance, the authors demonstrate the value of emotional products and design. They show business people how to incorporate emotion into products that are built to love.

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