Improving Profitability with customer-centric Strategies: The case of a Mobile Content Provider, Strategic Change, Vol 20, p. 253-267.

Customer-centric strategy firms need to focus on forward-looking indicators and ensure a synergistic relationship between decision rights, performance measurement, and reward systems. One of the major challenges that companies currently face is to become more customer-centric. There is limited evidence on how firms could accomplish such a strategy in a systematic and effective manner. This paper presents a case study of a fast-growing, multinational company that offers entertainment products and services accessible both via Internet and mobile phone to its multimedia community. The case shows that being a customer-centric organization requires fine-tuning in the three primary components of an organizational architecture