Robbie Kellman Baxter: Is there any business that could not serve customers who have alternatives? He says some businesses don't need to consider subscription or building a long term relationship with their customers. HBR on strategy will be back next Wednesday with another handpicked conversation about business strategy from the Harvard Business Review.
Subscriptions aren’t new – the business model dates back to trade guilds in the 12th century. But Robbie Kellman Baxter, an expert on the business of subscriptions, says with new billing platforms, remote customer support, and digital services, it’s worth considering how to make subscription business models work for your company.