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
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: Suggested Citation