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Wharton Professor of Marketing George Day recently studied a group of companies that succeeded in the past decade where so many others have failed. Day and co-author Christine Moorman set their sights not on favorite stock-picks or those on the top of most profitable corporation lists. Instead, they focused on organizations that consistently create customer value - and profit from it. What Day discovered was a common strategy perspective that makes the difference between hitting the mark and completely missing the target. "The successful companies we looked at plan from the perspective of the market, creating what we call an 'Outside-in' strategy.
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