Driving Growth

Driving Growth with Customer Asset Management
Kaj Storbacka (WSOY 2006)

Professor Kaj Storbacka’s book Driving Growth with Customer Asset Management, was published in November 2006 and is an English version of Kannattava kasvustrategia, published in spring 2004.

Driving Growth discusses how customer asset management can be used to achieve sustainable profitable growth. The aim of customer asset management is to improve the performance of the customer asset by creating customer portfolios that are managed with differentiated business models.

The book provides a practical process and tools for and case examples about customer asset management. In addition to managerial know-how, the book has a separate academic section for those interested in the theoretical framework of customer asset management.