Customer Driven Strategy : How to Make Strategy Work in the Real World

Strategy consultant Derrick Mabbott offers a "how-to" guide on a customer-driven strategy with a complete set of practical tools and techniques. Focused on pragmatism and organizational awareness, Customer Driven Strategydescribes a clear, straightforward approach to turning strategy into a reality. By drawing upon some established tools, the author maps a simple approach to developing genuinely customer-driven strategy, describing how those tools are used, when more expensive approaches might be required, but importantly, when they are not. It emphasizes the need for careful planning, explores when new customer research is necessary and explains where to find sources of data. It takes executives away from the academic case study to the practical realities of driving strategic change in the real world.