Charles Spinosa

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 Pyramid.

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 future.”

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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