Strategy from the Outside In: Profiting from Customer Value

  • 5h 12m
  • Christine Moorman, George S. Day
  • McGraw-Hill
  • 2010

Shareholder value . . . core competence . . .six sigma . . . right sizing . . . These influential strategy ideas have lured many companies into a dangerous internal focus, viewing the world from the inside out. As a result, companies lose sight of the market, which leads to poor results over the long run. Inside-out thinking distracts companies from the core purpose of a business: to create and serve customers.

Fulfilling that purpose can be done only by approaching strategy from the outside in. In this refreshing look at creating enduring business value, two business school professors from The Wharton School and The Fuqua School of Business, Duke University, challenge you to shift your perspective. They demonstrate that companies that adopt—and fight to keep—an outside-in view focused on customer value have grown revenue, profit, and shareholder value through both boom and bust business cycles.

Applying years of research, George S. Day and Christine Moorman illustrate that an outside-in view requires constant vigilance and focus on four customer value imperatives:

  • Be a customer value leader
  • Innovate new value for customers
  • Capitalize on the customer as an asset
  • Capitalize on the brand as an asset

Only companies that operate with an outside-in view from the C-suite to the front lines can expect to maximize and profit from customer value.

Strategy from the Outside In puts you ahead of the competition and, just as important, keeps you there.

About the Authors

George S. Day is the Geoffrey T. Boisi Professor and codirector of the Mack Center for Technological Innovation at The Wharton School, University of Pennsylvania. Chairman of the board for the American Marketing Association, he is a former executive director of the Marketing Science Institute and has served as a consultant to GE, IBM, Metropolitan Life, Marriott, and other corporations. His books include Peripheral Vision, Wharton on Managing Emerging Technologies, and The Market Driven Organization. Day lives in Bryn Mawr, PA.

Christine Moorman is the T. Austin Finch, Sr. Professor and founder and director of The CMO Survey ( at The Fuqua School of Business, Duke University. Former member of the board of directors of the American Marketing Association and trustee for the Marketing Science Institute, she coedited the book Assessing Marketing Strategy Performance, authored more than 60 journal articles, reports, and conference proceedings, and speaks at universities and companies around the world. Moorman lives in Chapel Hill, NC.

In this Book

  • Strategy from the Outside In
  • Profiting from Customer Value
  • The First Imperative: Be a Customer Value Leader
  • Becoming a Customer Value Leader
  • The Second Imperative: Innovate New Value for Customers
  • Innovating New Value for Customers
  • The Third Imperative: Capitalize on the Customer as an Asset
  • Capitalizing on the Customer as an Asset
  • The Fourth Imperative: Capitalize on the Brand as an Asset
  • Capitalizing on the Brand as an Asset
  • Market Insights and the Customer Value Imperatives
  • Organizing to Compete on the Customer Value Imperatives
  • Leading for Customer Value