Scholars@Duke
Christine Moorman

Christine Moorman

T. Austin Finch, Sr. Distinguished Professor of Business Administration in Fuqua School of Business
Fuqua School of Business
100 Fuqua Drive, Box 90120, Durham, NC 27708-0120
A308 Fuqua Sch of Bus, Durham, NC 27708

Scholarly Works - Book sections

Introduction to the Handbook on Customer Centricity

Book section · January 1, 2019 This opening chapter provides a critical reflection on customer centricity and synthesizes academic and managerial research, to develop a comprehensive definition of customer centricity. By introducing each of the subsequent twelve chapters in this handboo ... Full text Cite

The convergence of planning and execution: Improvisation in new product development

Book section · January 1, 2003 The fields of marketing strategy in general and new product development in particular appear to assume that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing ... Full text Cite