Business Case Studies & Business Publications

The Customer-Focused Growth Project

Moore, Marian Chap...

Technical Note

The Customer-Focused Growth Project

Moore, Marian Chapman; Urbany, Joel E.

M-0798 | Published January 20, 2012 | 19 pages Technical Note

Collection: Darden School of Business

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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.

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