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| Author: | Barwise, P. Meehan, S. |
| Title: | Customer insights that matter |
| Journal: | Journal of Business Ethics
2011 : JUN, VOL 51:2, p. 342-344 |
| Index terms: | customers growth brands innovation |
| Language: | eng |
| Abstract: | This article is the authors' commentary on and a brief summary of their new book "Beyond the Familiar". The authors present a framework that will assist firms in achieving long-term organic profit growth. According to the paper the growth comes from creating strong brands that are based on "actionable customer insights flowing freely through the business". These insights should lead to consistently better customer solutions and experiences. In the center of the framework is an open organization, pursuing four imperatives that drive growth: relevant customer promise, customer trust, continuous improvement and innovation beyond the familiar. |
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