Weekend Surprise! 5% off any purchase. Get the code »


WILLIAM E. HOOVER Jr. is a Director in McKinsey & Company's Copenhagen office and former leader of McKinsey's European Operations practice. EERO ELORANTA is Professor of Industrial Management and the head of the Industrial Engineering Department at Helsinki University of Technology. JAN HOLMSTRAM is a researcher at McKinsey & Company and at Helsinki University of Technology. KATI HUTTUNEN is a head of Customer Relationship Management at Nokia's E-business Development division.