The quest for customer-centricity drives top-management relationships with customers in business-to-business (B2B) markets. But the impact of executive engagement varies greatly across supplier-customer relationships. Based on exploratory field research, this paper develops a taxonomy of top-managementcustomer interaction roles. We also provide suggestions for leveraging senior executives for both supplier and customer benefit.
CITATION STYLE
Capon, N., & Sesn, C. (2019). Customer-Centricity in the Executive Suite: A Taxonomy of Top-Management Customer Interaction Roles. In New Leadership in Strategy and Communication: Shifting Perspective on Innovation, Leadership, and System Design (pp. 165–176). Springer International Publishing. https://doi.org/10.1007/978-3-030-19681-3_12
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