A powerful and original new take on business strategy—with the customer at the center of it—designed to generate enduring competitive advantageWhen setting strategy, organizations typically spend too much time thinking about the competition and resources within the firm and not enough time on the customer—the soul of any organization. Such an approach is reflected in the fact that most popular theories of business strategy have focused on resource- and capability-b...

When setting strategy, organizations typically spend too much time thinking about the competition and resources within the firm and not enough time on the customer―the soul of any organization. Such an approach is reflected in the fact that most popular theories of business strategy have focused on resource- and capability-based perspectives of the firm. Real-world businesses embracing and applying these intuitively attractive theories have struggled to compete, however, exactly because th...