Gregory S. Carpenter, Northwestern University
Jan 03, 2019
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.
Nov 14 – 16, 2018
Fall Board of Trustees Meeting: Organizing for Marketing Agility
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