Building the Market-Focused Culture

Produced

• 2005

Key Features

36-minute VHS or DVD video

This session with Hayagreeva Rao, a professor with tbe Stanford Graduate School of Business, covers the following:

• How a market focus releases the organization from unprofitable customers, while attracting and retaining valuable customers.
• The necessity of an employee brand that is closely aligned with the organization's customer brand.
• Why your competitors will try to imitate your market focus... but won't be able to.

Organizations totally driven by the market consistently outperform their competitors in profitability. These industry leaders carefully segment their markets and deliver an outstanding value proposition to their target customers. However, truly market-focused organizations must pursue more than just a sound market strategy. They must also align their culture with the target customer value proposition. Professor Rao details the six levers of culture building.  He also explains how aligning these factors reduces employee stress and turnover, creating a self-selected, productive workforce that is in touch with the demands of potential customers. He demonstrates why "people" constitute the fifth "P" of marketing.

Professor Rao has conducted workshops for British Petroleum, McDonald's, Aon, Bristol-Meyers, General Electric, Microsoft, the FBI and the intelligence community. He holds a PhD from Case Western Reserve University and has taught at Emory, University of Michigan, and Northwestern's Kellogg School of Management.

Featuring: Hayagreeva Rao
Professor
Stanford Graduate School of Business

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