CMI Management Book of the Year

Customer innovation

Winner of the Innovation and Entrepreneurship category of the 2015 CMI Management Book of the Year Awards

Customer Innovation: Customer-centric Strategy for Enduring Growth by Marion Debruyne
Kogan Page    ISBN-13: 978-0749471644

A new set of organisations has discovered a new formula: they combine customer-centricity with innovative power. These organisations have created a completely outside-in approach to the market. Not driven by what they're good at, they start with the market and design their strategy around it, replacing practices of the past with a new set of capabilities which enable them to be ahead of the curve in discovering new market opportunities.

The traditional value chain model regards the market as the end-outcome of the efforts of the organisation, the author argues that the customer is the starting point and the value chain is the result of understanding customer needs and requirements. Customer Innovation presents this unique case for developing the outside-in organization to drive your business success, combining market orientation with innovation to enable actionable positive change in the way your company does business.

Marion DebruyneAbout the author -Professor Dr. Marion Debruyne is Associate Professor and Partner at the Vlerick Leuven Gent Management school. She is Director Masters Programs as well as academic director of the executive open enrolment program 'Product Management'. She also teaches the Marketing Management course in the full-time and part-time executive MBA programmes. As a speaker and coach, she has ample experience within multiple industries ranging from pharma & healthcare (J&J, Merck, UCB, Agfa, Abbott) to industry (DSM, Umicore, ETEX, Aliaxis,Johns Manville etc.) to financial services (BNP Paribas, KBC, ING) to consumer products & services (Kraft, Philip Morris, Macintosh, Securitas). She is also independent member of the Board of Directors of Kinepolis and Recticel.

Watch the Customer Innovation video created by Heejae Eum, a student from Ravensbourne College - Customer innovation video

View the author's Vlerick Business School - Customer Innovation page - Marion Debryune Customer Innovation

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