The Quest for Loyalty: Creating Value Through Partnership

The authors' Harvard Business Review articles set the context for this collection and demonstrate the need for understanding loyalty within the larger context of customers, investors, and employees--and how they interact. The introduction by Scott Cook, co-founder and chairman of Intuit, discusses the role loyalty has played in a company's strategy for growth and profits. Also includes articles from leading scholars and practitioners in management, including Peter Drucker, Charles Handy, Michael Porter, and C.K. Prahalad and Gary Hamel. Interviews with Sir Colin Marshall of British Airways and General Robert F. McDermott provide the perspective of the CEOs of loyalty-based firms, and how they can create financial success by targeting the right customers and levels of service and value through investing in their employees.

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The authors' Harvard Business Review articles set the context for this collection and demonstrate the need for understanding loyalty within the larger context of customers, investors, and employees--and how they interact. The introduction by Scott Cook, co-founder and chairman of Intuit, discusses the role loyalty has played in a company's strategy for growth and profits. Also includes articles from leading scholars and practitioners in management, including Peter Drucker, Charles Handy, Michael Porter, and C.K. Prahalad and Gary Hamel. Interviews with Sir Colin Marshall of British Airways and General Robert F. McDermott provide the perspective of the CEOs of loyalty-based firms, and how they can create financial success by targeting the right customers and levels of service and value through investing in their employees.