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The Customer-Focused Growth Project
Moore, Marian Chapman; Urbany, Joel E. Technical Note M-0798 / Published January 20, 2012 / 19 pages.
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Product Overview

This note guides students or Executive Education participants through an exercise to help identify growth opportunities for their business units. The Customer-Focused Growth Project consists of 10 steps that lead to a vetted growth strategy based on an analysis of the company, a customer (or customer segment), and competitors. Readers work through the first five steps to identify three potential growth ideas. They then follow the remaining five steps to develop one specific Big Idea for growth. This exercise is a condensed guide to the process described in Grow by Focusing on What Matters: Strategy in Three Circles, by Urbany and Davis.


Learning Objectives

Identify growth opportunities for an organization or business unit by considering the Three Cs: customers, competitors, and company.

  • Videos List

  • Overview

    This note guides students or Executive Education participants through an exercise to help identify growth opportunities for their business units. The Customer-Focused Growth Project consists of 10 steps that lead to a vetted growth strategy based on an analysis of the company, a customer (or customer segment), and competitors. Readers work through the first five steps to identify three potential growth ideas. They then follow the remaining five steps to develop one specific Big Idea for growth. This exercise is a condensed guide to the process described in Grow by Focusing on What Matters: Strategy in Three Circles, by Urbany and Davis.

  • Learning Objectives

    Learning Objectives

    Identify growth opportunities for an organization or business unit by considering the Three Cs: customers, competitors, and company.