Auto-customized

The book is written in a manner so that it can be taught in any order. Except two pairs of chapters (Chapter 7 and 8; likewise Chapter 11 and 12), all chapters are written to read independently.

Thus, a reader can read Chapter 3 before 2, or Chapter 10 before 9, or 17 before 16, for example. The book can even be read backwards: e.g., Chapter 21 first, then 20, 19, 18, 17, etc; and any chapter can be skipped.

Also feature materials—Romancing the Consumer, Consumer Karma, and Look What CB Researchers Found…, etc.—are entirely optional.

18 Cases (included in the book) can be taught in any sequence (of course some cases require a prior reading of the specific concept, but not of all preceding material) And many CB Level 2.0 end-of-chapter sections add more advanced materials for more advanced students.

Also see How to Use the Book for UG or MBA.