This episode originally aired on HBR IdeaCast in July 2020. We bring you a conversation with an expert on the business of subscriptions, Robbie Kelman Baxter. She argues that subscriptions aren't just for magazines and Netflix or podcasts. They can help all kinds of companies earn consistent revenue and improve customer loyalty.
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.