Customer-Centered Strategy: Thinking Strategically About Your Customers

by Mark Jenkins

In order for businesses to be quicker, more flexible, more able to adapt rapidly to changing circumstances and to become global in thought and deed, managers must be able to meet the needs of the business world more precisely. This text aims to help them do just that.

256 pages, Paperback

First published January 1, 1997

About the author

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Mark Jenkins is Professor of Business Strategy and Director of Graduate Programmes at Cranfield School of Management. Prior to joining Cranfield he held positions at Nottingham University Business School, Massey Ferguson Ltd and the Lex Service Group. He is the author of a number of books on strategic management issues, has published numerous journal articles and is on the editorial boards of British Journal of Management, Long Range Planning, Organization Studies and the Journal of Management Studies. He is chairman of the European Case Clearing House (ECCH) and a member of the RAE 2008 Panel for Business and Management. He is currently researching the role of knowledge and innovation in Formula 1 motorsport. (mark.jenkins@cranfield.ac.uk).