Customer Intelligence Advantage: Module 2 Assignment

Posted: 29 Jan 2012

See all articles by Francisco de Asis Martinez-Jerez

Francisco de Asis Martinez-Jerez

University of Notre Dame - Department of Accountancy; Cornell University

Date Written: March 25, 2011


This exercise directs students to analyze a customer-centric firm by first understanding the elements that characterize a customer-centric organization, then by capturing and comparing this firm's approach to customer-centricity. Students interview three levels in the organization-CEO/leadership level, corporate unit level, and front-line/customer-facing employee level.

Learning Objective: To enable students to articulate the characteristics of a customer-centric firm and analyze a real-world company according to these characteristics.

Suggested Citation

Martinez-Jerez, Francisco de Asis, Customer Intelligence Advantage: Module 2 Assignment (March 25, 2011). Harvard Business School Accounting & Management Unit case no. 111-118, Available at SSRN:

Francisco de Asis Martinez-Jerez (Contact Author)

University of Notre Dame - Department of Accountancy ( email )

Mendoza College of Business
Notre Dame, IN 46556-5646
United States

Cornell University ( email )

Ithaca, NY 14853
United States

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