The Soul of Strategy: Building Customer Centric Organizations

When setting strategy, organizations typically spend too much time thinking about the competition and resources within the firm and not enough time on the customer-the soul of any organization. Such an approach is reflected in the fact that most popular theories of business strategy have focused on resource- and capability-based perspectives of the firm. Real-world businesses embracing and applying these intuitively attractive theories have struggled to compete, however, exactly because tho...