About this paper
When markets experience commoditization, companies proclaim "customer centricity" and try to differentiate themselves in multiple ways. But few companies truly know how to become customer centric, and most don't pull it off. In this Key Learning Summary from Harvard Business Review, Harvard Business School professor Ranjay Gulati explains why marketing is the one corporate function that is well-positioned to be accountable for customer centricity and how a reinvention of the marketing function is necessary for marketers to become not just enablers of value creation, but producers of it.
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