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...

This book is designed to meet the needs of CFOs, accounting and financial professionals interested in leveraging the power of data-driven customer insights in management accounting and financial reporting systems. While academic research in Marketing has developed increasingly sophisticated...