Every Business Can Be a Subscription Business

Robbie Kellman Baxter, a strategy consultant, says that subscriptions aren’t just for newspapers and Netflix. She says they can help companies from local retailers to giant industrial manufacturers earn more consistent revenue and develop stronger customer loyalty. And she explains how even during an economic crisis, leaders can adopt a subscription business model to give their organizations a better chance of surviving and thriving. Kellman Baxter is the author of the book "The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave."

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HBR IdeaCast
Episode 750

Every Business Can Be a Subscription Business

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A conversation with consultant Robbie Kellman Baxter on how your company can adopt a subscription business model.

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July 21, 2020

Robbie Kellman Baxter, a strategy consultant, says that subscriptions aren’t just for newspapers and Netflix. She argues that they can actually help companies — from local retailers to giant industrial manufacturers — earn more consistent revenue and develop stronger customer loyalty. And she explains how even during an economic crisis, leaders can adopt a subscription business model to give their organizations a better chance of surviving and thriving. Baxter is the author of the book The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave.

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Related Topics:

• Pricing strategy

• Customer experience

• Business models

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