Customer-Centric Leadership: How to Manage Strategic Customers as Assets in B2B Markets

Material TypeArticleLanguageEnglish
TitleCustomer-Centric Leadership: How to Manage Strategic Customers as Assets in B2B Markets Author(S)Christoph Senn (Author)
Abstract  In this age of tough, global competition, companies in business-to-business markets need to rethink the way they manage their customer portfolio and interact with their customers. Customer managers with mainly sales- or relationship-oriented roles cannot leverage their business relationships with customers who seek co-creation. For such co-creation relationships, companies need to install network-oriented managers who systematically create value and reduce risk together with the customer. ...Paginationp 27-59
SubjectManagementDescriptorsManagement
Journal TitleCalifornia Management Review  
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