Build a Compelling Case

Sandra Vandermerwe

Chapter Breakthrough 5 in Breaking Through, 2014, pp 117-134 from Palgrave Macmillan

Abstract: Abstract Customer-centric leaders know how to discard traditional business plans, and how to tell and sell a ‘one company’ story, which communicates the customer-centric vision, and directs the actors and actions so that the new ways of doing things become compelling enough to get high levels of engagement and conversion, inside the company and out. In a reverse logic, flowing from the customer activity cycle, the strategy is told as a story, followed by an action plan.

Keywords: Customer Relationship Management; Reverse Logic; Business Plan; Personal Safety; High Purpose (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-39551-1_6

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DOI: 10.1057/9781137395511_6

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