Ducati, the Italian motorcycle manufacturer, involves customers in every marketing function from communications to product design. LOMO, the Russian camera maker, has invited its customers to join a global enthusiasts community and contribute to a global image archive

Considering the obvious effect negotiated discounts have on revenues and profits, you'd think they'd be subject to careful planning and vigilant oversight. Our research in the software industry, however, indicates otherwise. On a deal-by-deal basis, these discounts are given a lot of attention in the moment