Creating Personas for Macmillan Higher Education’s Strategy Development in New York

Stimmt’s stra­te­gy team just com­ple­ted a stra­te­gy pro­ject for Macmillan
Hig­her Edu­ca­ti­on (MHE) in New York. We cap­tu­red action­ab­le behavioral
know­ledge about buy­ers and users of MHE’s offe­rings. Thus, we provided
MHE with a base to shape future pro­ducts and ser­vices around its
cus­to­mers’ and users’ needs and build a stra­te­gy taking tho­se into

Mac­mil­lan Hig­her Edu­ca­ti­on has beco­me a dyna­mic for­ce in the North
Ame­ri­can edu­ca­tio­nal mar­ket by com­bi­ning the strengths of three highly
suc­cess­ful com­pa­nies without sacri­fi­cing each member’s dis­tinc­ti­ve indi­vi­du­al iden­ti­ty. Each com­pa­ny-Bed­for­d/St. Mar­tins, W.H. Free­man & Com­pa­ny, and Worth Publis­hers-boasts in its port­fo­lio a num­ber of land­mark books, as well as inno­va­ti­ve elec­tro­nic and mul­ti­me­dia pro­ducts, and each is known throughout the edu­ca­tio­nal publi­shing world for supe­ri­or text deve­lo­p­ment and pro­duc­tion. Mac­mil­lan Hig­her Edu­ca­ti­on LLC is a divi­si­on of Mac­mil­lan, which is a group of publi­shing com­pa­nies in the United Sta­tes held by Ver­lags­grup­pe Georg von Holtz­brinck, which is based in Stutt­gart, Germany.

Pro­ject details
Loca­ti­on: Zurich and New York
Dura­ti­on: August 2012 – Sep­tem­ber 2012

Stimmt pro­ject team
Ste­fan Leuthold, Ani­ta Eich­hol­zer, Robin Sen­gupta, San­dro Ruberti