Customer-Centric Strategy

Most strategies do not fail in the boardroom; they fail in the gaps between the plan, the people who execute it, and the customers it is meant to serve. In this intensive three-day program, you will benchmark your organization on six research-identified strategy gaps, build your company’s customer value equation, and leave with a plan to close the gaps that matter most. The frameworks come from Professor Vikas Mittal’s work with more than 200 companies on customer-based strategy. 

Tuition:  $4,875

Early Bird Tuition: $4,387.50 (Deadline is December 31. Discount Code: EARLYBIRD10)

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Dr. Vikas Mittal is a leading expert on strategy having co-authored more than 100 articles in leading business outlets such as Harvard Business Review, MIT-Sloan Management Review, Management Science, Marketing Science, Organization Science, and Journal of Marketing Research, among others. He has advised several Fortune 100 companies on strategy planning and implementation. 

He is the co-author of two books: FOCUS: How to Plan Strategy and Improve Execution to Achieve Growth and Market-Based Management (7th edition). He is the past co-editor of the two most prestigious journals of the American Marketing Association—Journal of Marketing and Journal of Marketing Research. He has won dozens of awards for his research and teaching. In 2022, Dr. Mittal received the Financial Times award for research with societal impact and the Davidson Award for best paper in Journal of Retailing. He won Sage Publishing’s 10-year impact award in 2021 and the American Marketing Association’s Mahajan Award for lifetime contribution to strategy in 2020. The American Marketing Association has included Dr. Mittal in its top-10 contributors list for several years running. 

Dr. Mittal has worked with over 200 companies including many Fortune 500 companies to develop and implement their customer-based strategies.