MISSION
The center enables research scholars to develop cutting-edge, peer-reviewed research practices and insights related to customer-based strategy. Its mission is to share these research-driven insights with both for-profit and nonprofit organizations, aiming to enhance customer value, employee engagement and shareholder returns.
Ultimately, the center seeks to reimagine strategy planning and execution in organizations. In this process, the center can examine, inform and improve traditional strategy planning that often lacks a customer focus and shows little or no correlation with financial performance.

About the Center
We are home to exceptional young scholars in strategy, marketing, organizational behavior, finance, and operations. The Center for Customer-Based Execution & Strategy leverages strong connections in key industries—such as energy, healthcare, education and technology—to benefit the community. Our goal is to unite diverse business disciplines to improve strategy, customer value, employee engagement and overall performance.
Download the Customer Value Report Center Affiliates
“What [C-CUBES researchers] found offers a crucial lesson for every business looking to improve customer satisfaction — in other words, every business.” — Forbes
2025 C-CUBES Outstanding Research & Impact Award
Congratulations to Kamini Gupta, Donal Crilly and Thomas Greckhamer. Their paper, published in Strategic Management Journal, explores how stakeholder engagement and national institutions shape firm performance. This work exemplifies C-CUBES’ mission: delivering rigorous, actionable insights into customer-based strategy and execution.