2/17/2014

Companies often try to market products that play to core strengths, but that's getting the process inside out, Roger Martin writes in introducing an excerpt by William Putsis. "It's not that core competencies aren't important; to the contrary, they are what enable a company to produce the attributes that customers seek out and value. However, the focus should be outward in, rather than inward out," Putsis writes.

Related Summaries