Smaller Companies Better Suited to Succeed?

Disruption Demands ‘Customer-Obsessed’ Model.

Technology-empowered consumers are so radically disrupting the traditional competitive scenario across industries that companies must now be “customer-obsessed,” not just “customer-centric,” in order to survive and thrive, contends a new report from Forrester Research, Inc.

This isn’t mere jargon — it requires willingness to make fundamental thinking, strategic and investment shifts — including redistributing money spent on brand advertising and other traditional dominance-creating areas, stresses Josh Bernoff, senior vice president, idea development for Forrester Research and primary author of thereport, “Competitive Strategy In the Age of the Customer.” Read the whole story here


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Blogger, entrepreneur, strategist, and digital producer. View all posts by Ivan Cevallos

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