Presentations

Advancing the Enterprise: Creating Greater Customer Focus in Thriving Organizations

Gregory S. Carpenter, Northwestern University

To create greater customer focus, firms often encounter significant resistance to change. In some cases, change begins only when a firm’s existence appears threatened. Successful firms pose appear even more resistant to change. Despite these obstacles, some successful firms do embrace a greater customer focus. Although previous research examining firms creating a greater customer focus considers firms facing a serious threat, how successful organizations create the same change remains unclear. In this presentation, Greg Carpenter explore how successful firms create a greater customer focus based on a multi-year, multi-firm ethnographic study. He will explore the resistance successful firms confront, how firms use the organizational culture to overcome these obstacles, and the benefits successful firms enjoy.

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