Kannattava kasvustrategia – orgaanista kasvua johtamalla asiakkuuspääomaa

Kannattava kasvustrategia – orgaanista kasvua johtamalla asiakkuuspääomaa
Kaj Storbacka (WSOY 2005)

Dr. Kaj Storbacka released the book “Kannattava kasvustrategia – orgaanista kasvua johtamalla asiakkuuspääomaa” on April 15th, 2005. In his book Dr. Storbacka demonstrates that the only real growth comes from customers, both from existing and prospective. Customer-driven organic growth creates the best foundation for enduring and profitable growth – and thus for the positive development of company’s market value.

Companies have been searching resolution to their age-old growth targets from mergers and acquisitions. Acquisitions do increase the turnover of the acquiring company but unfortunately acquisition-driven growth creates little if any value to the shareholders. Growth strategy that is based on customer asset management on the other hand has undisputable advantages: is enables increasing turnover, earnings and shareholder value simultaneously and permanently. Implementing customer-driven growth strategy requires a phased learning process but the work can be started in all companies without further preparation or delay.

The management of tomorrow is in fact management of customer assets. The aim of customer asset management is to actively develop customer base and to create customer portfolios, which are managed with tailored, portfolio-specific business models. Managing customer portfolios and business models offers a new tool for the top management for the management of business risks, a valuable addition to enterprise risk management in increasingly uncertain operating environment.

“Kannattava kasvustrategia” discusses many current management issues, e.g. business planning and directing investments. Book includes several topical case studies that have been thoroughly analysed. In addition to managerial know-how the book has a separate academic section for those interested in the theoretical framework of customer asset management.