Improving Profitability with Customer-Centric Strategies: The Case of a Mobile Content Provider

Strategic Change, 20(7-8), 253-267.

29 Pages Posted: 26 Jun 2012 Last revised: 28 Aug 2014

See all articles by Massimiliano Bonacchi

Massimiliano Bonacchi

Free University of Bolzano - Faculty of Economics and Management; Stern School of Business, New York University

Paolo Perego

Free University of Bozen-Bolzano

Date Written: June 25, 2012

Abstract

One of the major challenges that companies currently face is to become more customer-centric. There is limited evidence on how firms could accomplish such a strategy in a systematic and effective manner. This paper presents a case study of a fast-growing, multinational company that offers entertainment products and services accessible both via Internet and mobile phone to its multimedia community. The case shows that being a customer-centric organization requires fine-tuning in the three primary components of an organizational architecture.

Keywords: Customer Lifetime Value, Customer Equity, Customer Centric, Subscription-Based Business Model

JEL Classification: M10, M31, M41

Suggested Citation

Bonacchi, Massimiliano and Perego, Paolo, Improving Profitability with Customer-Centric Strategies: The Case of a Mobile Content Provider (June 25, 2012). Strategic Change, 20(7-8), 253-267., Available at SSRN: https://ssrn.com/abstract=2091221

Massimiliano Bonacchi (Contact Author)

Free University of Bolzano - Faculty of Economics and Management ( email )

Universitätsplatz, 1
Bozen-Bolzano, BZ 39100
Italy
+39 0471 013290 (Phone)

HOME PAGE: http://www.unibz.it/en/economics/people/StaffDetails.html?personid=35968&hstf=35968

Stern School of Business, New York University ( email )

40 West 4th Street
Suite 9-160
New York, NY NY 10012
United States

HOME PAGE: http://www.stern.nyu.edu/faculty/bio/massimiliano-bonacchi

Paolo Perego

Free University of Bozen-Bolzano ( email )

Faculty of Economics & Management
Piazza dell'Universitá 1
Bozen-Bolzano, 39100
Italy

HOME PAGE: http://www.unibz.it/en/faculties/economics-management/academic-staff/person/38679-paolo-perego

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