The Contribution Margin and Tribes

  • Beatriz Muñoz-SecaEmail author
Part of the IESE Business Collection book series (IESEBC)


A client should no longer be viewed demographically but anthropologically, according to their behavior. Operations efficiency is assessed using the contribution margin, and a key aspect of it is spotting the client’s ethnographic needs and their customer journey. By using the SPDM version of the customer journey, two companies show how they used this tool and how such methodology provided a concrete plan to enhance their service.


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  2. Muñoz-Seca, B. (2017). How to make things happen. Cham: Palgrave Macmillan.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.IESE Business SchoolMadridSpain

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