Table of Contents

---

Managing Technology

Decentralization and Localization of Production: The Organizational and Economic Consequences of Additive Manufacturing (3D Printing)
by Avner Ben-Ner and Enno Siemsen

How to Avoid Innovation Competence Loss in R&D Outsourcing
by Markus C. Becker and Francesco Zirpoli

Supervising Projects You Don't (Fully) Understand: Lessons for Effective Project Governance by Steering Committees
by Christoph Loch, Magnus Mähring, and Svenja Sommer

Managing Customer Relationships

Seeding, Referral, and Recommendation: Creating Profitable Word-of-Mouth Programs
by Michael Haenlein and Barak Libai

A Better Way to Manage Customer Experience: Lessons from the Royal Bank of Scotland
by Stan Maklan, Paolo Antonetti, and Steve Whitty

Business & Society

Walmart's Emergent Low-Cost Sustainable Product Strategy
by Andrew Spicer and David Hyatt

Beyond the "Win-Win": Creating Shared Value Requires Ethical Frameworks
by Gastón de los Reyes, Markus Scholz, and N. Craig Smith

Core Concepts

---