Over the last decade, Charles Spinosa has developed a unique
market-expansion practice devoted to helping clients develop
customer experiences that enable them to enter or increase share in
hard-to-penetrate or saturated markets. This marketing practice
helps clients develop new service concepts to extend brands,
reposition brands, build customer communities, and integrate new
media and traditional marketing.
Some of the wide range of clients who have benefited from these
service innovations over the years are: RSA, Scottish and Southern
Energy, NCR, Digicel, Bank of Ireland, the Hospital for Special
Surgery, Iarnrod Eireann, Bewley's, Citi, Voith-Siemens Hydro,
CEMEX, ADP, the Warner Music Group, American Century Funds,
Oppenheimer Funds, the San Francisco Chronicle,
Celtic Football Club, Bancomer, KSTS-TV part of the Telemundo
Group, Deutsche Bank, Bank of America, Mashreq Bank, XOMA, and the
Inter-American Development Bank. The work with CEMEX has been
written up numerous times, most notably by Chan Kim and Renée
Mauborgne inBlue Ocean Strategy and C. K.
Prahalad in The Fortune at the Bottom of the
Charles's publications include, "The Virtues of the
Transformational Leader," Business Strategy Review (Winter 2008);
"Communicating with Customers," Kellogg on
Marketing (Wiley 2008); with Don Sull, "Promise-based
Management" in the Harvard Business Review(April
2007) and "Using Commitments to Manage Across Units,"
in MIT Sloan Management Review (Fall 2005);
"Extending Scenario Planning into
Transvalutions," Futures Research
Quarterly (Spring 2005); "Developing Productive
Customers in Emerging Markets"California Management
Review, Summer 2003; "Strategies for Viral Marketing"
in Kellogg on Integrated Marketing (Wiley,
2002); "Taking an Expanded View of Customers'
Needs," Marketing Research (Winter,
2000). Charles introduced his approach to innovation
inDisclosing New Worlds (MIT Press, 1997).
Peter Aspen of the Financial Times described Disclosing as: "A
brave attempt to reformulate the relationship between democratic
rights and economic progress in an age when the triumphalism of
technological advance masks an unconfident vision of the
Before entering management consulting, Charles taught English
literature at Miami University in Ohio, philosophy at the
University of California, Berkeley, and published widely in both
fields. He earned his Ph.D. from U. C. Berkeley.
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