Empowered consumers, commoditization, and unpredictable competitors have humbled many successful firms in recent years. Even with these challenges, however, some firms thrive. They do so by gaining and sharing a deep understanding of consumers throughout the organization, and by creating a culture that is open to exploring fundamentally new ways for the business to succeed, even if those new approaches challenge the successful strategies of the past.
In this session, we will explore how some firms managed the transformation, launching innovations that satisfy increasingly powerful buyers, disrupt markets, and defy competitive imitation.
Gregory S. Carpenter
James Farley/Booz Allen Hamilton Professor of Marketing Strategy
Director of the Center for Market Leadership
Faculty Director, Kellogg Markets and Customers Initiative (KMCI)
Kellogg School of Management - Northwestern University