Despite the pressing challenge of digital native insurgents, incumbent companies have struggled to shift to a customer-centric strategy, fearing shrinking shareholder returns and being weighed down by operational hurdles. However, Maureen Burns, a Bain Partner and coauthor of the new book Winning on Purpose: The Unbeatable Strategy of Loving Customers, says there is no tradeoff between doing well for shareholders while still delivering for customers.
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Customer Confidential: Untold Stories of Earned Growth