Most run their company or customer relationships based on a product-focused mindset, which puts the onus on finding a market to sell one’s products to, rather than orchestrating growth together with customers.
If you were to ask a CEO how customer-centric their strategy is, they’ll likely tell you that it is a work in progress. Rarely will CEOs tell you that their strategy works seamlessly or that it is in serious trouble. For our upcoming book,, we analyzed data from more than 1,000 customer-centricity transformation projects over the past 25 years.is an adjunct professor of marketing at INSEAD and co-director of INSEAD’s Marketing & Sales Excellence Initiative.
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