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Customer Innovation

Delivering a Customer-Led Strategy for Sustainable Growth

Draws customer-centric marketing and innovative business strategy together into a breakthrough formula for transformative, long-term growth.
EAN: 9780749484187
Edition: 2
Published:
Format: 235x160
264 pages

About the book

WINNER: CMI Management Book of the Year Awards 2015 - Innovation and Entrepreneurship Category (1st edition)

Many organizations approach customer-centic marketing and innovating their business strategy in isolation to one another, missing groundbreaking opportunities for advancement. Customer Innovation, second edition, turns this on its head by starting with the customer, innovating around their needs, then building a customer led business strategy around it. It presents a well-constructed three-by-three formula of connect, convert, collaborate, laying the foundations for innovation and change, to improve the current customer journey and expand into new customer horizons. This enables new product and service development to flow with outstanding efficiency and substantial growth.

Customer Innovation, second edition, includes exciting updates around co-creation and the benefits of involving customers, stakeholders and employees from the beginning. It provides guidance on using technology to reinvent traditional business models, with consumer needs at the heart. With a spectacular range of case studies, including Disney, LEGO and Johnson & Johnson, all delivered with active takeaways, this is the ultimate handbook for any leader, business or marketing strategist, ready to pave the way in a new era of customer led strategy.

About the authors

Marion Debruyne

Prof. Dr. Marion Debruyne is Dean of Vlerick Business School, Belgium, ranked within the Financial Times Top 100 Business Schools. She is the Director of Masters Programs as well as academic director of the executive open enrolment program Product Management. She also teaches the Marketing Management course in the full-time and part-time executive MBA programmes.

More about Marion Debruyne

Koen Tackx

Dr. Koen Tackx is a professor of strategic marketing at Vlerick Business School, Belgium where his main focus is on how companies can create superior value for their customers. Before joining the academic world, he held several executive positions in different service industries.

More about Koen Tackx