Welcome to the InfoSci Platform
Toward a Customer-Centric Strategy Implementation Model: The Case of a European Mid-Sized Glass-Packaging Producer

Toward a Customer-Centric Strategy Implementation Model: The Case of a European Mid-Sized Glass-Packaging Producer

Niksa Alfirevic, Nikola Draskovic, Jurica Pavicic
Copyright: © 2013 |Pages: 22
ISBN13: 9781466625242|ISBN10: 1466625244|EISBN13: 9781466625259
DOI: 10.4018/978-1-4666-2524-2.ch023
Cite Chapter Cite Chapter

MLA

Alfirevic, Niksa, et al. "Toward a Customer-Centric Strategy Implementation Model: The Case of a European Mid-Sized Glass-Packaging Producer." Customer-Centric Marketing Strategies: Tools for Building Organizational Performance, edited by Hans-Ruediger Kaufmann and Mohammad Fateh Ali Khan Panni, IGI Global, 2013, pp. 476-497. https://doi.org/10.4018/978-1-4666-2524-2.ch023

APA

Alfirevic, N., Draskovic, N., & Pavicic, J. (2013). Toward a Customer-Centric Strategy Implementation Model: The Case of a European Mid-Sized Glass-Packaging Producer. In H. Kaufmann & M. Panni (Eds.), Customer-Centric Marketing Strategies: Tools for Building Organizational Performance (pp. 476-497). IGI Global. https://doi.org/10.4018/978-1-4666-2524-2.ch023

Chicago

Alfirevic, Niksa, Nikola Draskovic, and Jurica Pavicic. "Toward a Customer-Centric Strategy Implementation Model: The Case of a European Mid-Sized Glass-Packaging Producer." In Customer-Centric Marketing Strategies: Tools for Building Organizational Performance, edited by Hans-Ruediger Kaufmann and Mohammad Fateh Ali Khan Panni, 476-497. Hershey, PA: IGI Global, 2013. https://doi.org/10.4018/978-1-4666-2524-2.ch023

Export Reference

Mendeley
Favorite

Abstract

This chapter presents a model of customer-centric strategy implementation based on best practices developed by Vetropack, one of the leading companies in the European glass packaging industry. The company developed its own mix of customer-centric marketing strategies, which are implemented on various organizational levels and include processes such as quality assurance, key account management, customer care, business partnering, and a marketing information system. Although the model developed and case presented are based on some industry specific features, the overall approach could be used as a benchmark for different industries and companies, especially those active in business-to-business markets. As an outcome, combining the theoretical framework and best practice findings, we propose a new approach to customer-centric strategy, which unifies internal and external organizational learning.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.