- Edelman, C. (2022) Pointillist: Building a Business in Customer Journey Analytics. HBS. 523026. Harvard Business Publishing https://hbsp.harvard.edu/product/523026-PDF-ENG*
- Google UX Playbooks (Google) https://growrevenue.io/secret-google-ux-playbooks/
- Kotler, P., & Armstrong, G. (2016). Fundamentos de marketing (13 ed.). Pearson Educación. http://www.ebooks7-24.com.cvirtual.cesa.edu.co/?il=4393 Disponible impreso https://catalogo.cesa.edu.co/cgi-bin/koha/opac-detail.pl?biblionumber=26111
- Nonaka, I., & Takeuchi, H. (2021). Strategy as a way of life. MIT Sloan Management Review, 63(1), 56-63 https://login.cvirtual.cesa.edu.co/login?url=https://www.proquest.com/scholarly-journals/strategy-as-way-life/docview/2954921806/se-2?accountid=187967
- Sinha, P., Sahay, D., Shastri, A., & Lorimer, S. E. (2022). How to Digitalize Your Sales Organization. Harvard Business Review, 100(5), 108–117. https://search-ebscohost-com.cvirtual.cesa.edu.co/login.aspx?direct=true&db=bsu&AN=158544021&lang=es&site=ehost-live
*Los casos son enviados por los docentes