Kalle Lyytinen and Michael Fisher

Kalle Lyytinen and Michael T. Fisher are co-authors of The Power of Customer Misbehavior. Lyytinen is associate dean for research and Iris S. Wolstein professor of management design at Case Western Reserve University’s Weatherhead School of Management. Fisher is an adjunct professor in the Design & Innovation Department at Case Western Reserve University’s Weatherhead School of Management and co-founding partner in the growth and scalability advisory firm AKF Partners. Follow them on Twitter: @kallelyy and @MikeFisher_AKF.

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Marketing

Unintended Consequences: How Consumer Misuse Can Boost Sales

The maker of Mentos saw dollar signs with the user discovery that the candy exploded in Diet Coke. You should encourage consumers to tinker with your products.

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