Research


The Customer Centricity Culture: Drivers for Sustainable Profitability


Gone are the days when "Customer Satisfaction" leading to customer loyalty was the mantra of corporations. Quality, which was once an order winner, is now nothing more than the threshold to qualify and be considered by the customer. In the new global era the corporation that aims to provide the ultimate customer experience would not only have to differentiate itself from its competition, but also understand ever evolving customer needs and innovate to gratify those needs.

Failure to keep up with customer value migration is one of the key reasons for a slip in the fundamental performance of a company. Motorola, the universally popular cell phone manufacturer, is a typical example of a company that in recent times has struggled to keep up with ever-changing customer preferences. After the success of Razor, Motorola failed in developing a phone of the next generation technology. In an industry where it takes many years to develop a new product, this is especially disastrous. As Motorola struggled to keep up with customer migration, the activist investor Carl Icahn, began a campaign for a board seat to challenge the management. Copyright © 2007 Cost Management; Nov/Dec 2007.

Dr.Bala V Balachandran
J.L. Kellogg Distinguished Professor of Accounting and Information Management,
Northwestern University, Evanston, IL, USA and
Founder and Dean, Great Lakes Institute of Management, Chennai, India and
Executive Professor & Strategy Advisor to the Dean, Bauer College of Business, Univ. of Houston

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Student Achievements

Winner of Ernst and Young Knowledge Quiz

Lathish Venugopal, Viral Patel. More than 2000 teams across India participated in this


Runners up at TATA Crucible Campus Quiz

Lathish Venugopal and Viral Patel.


Article published in March edition of Markathon – Marketing magazine of IIM- Shillong

Kriti Dua and Sankalp Parihar. The article was on Marketing Trends 2013


Winner at Hyundai Global Youth Marketing Camp

Shouvik Das. The event was held in S.Korea and the team comprising of 4 Korean students, 4 Indians and 1 Chinese student won the award for the Best BTL Strategy


Second Prize for Article writing in NMIMS Banking

Namratha and Mahesh. The article was on “Policy expectations for the Indian Economy” and was published in the BankAge Magazine of NMIMS.


First Place- The Clan,IFMR

Krishnan Chidambaram and Hariharan Subramaniyan. The event was Abhyudhaya, the flagship HR event of IFMR. They competed in the finals against teams from K.J. Somaiya, IIT Madras, BIM, Welinkar and LIBA


I Runner up at Goa Institute of Management

Gajendra Sisodia and Kriti Dua. This was a national level case study competition (Samiksha 2013). Total of 127 teams participated in the event


Article published in NITIE’s In-Fin-NITIE

Manshi Gandhi. The article was on “Quantitative Easing”


First prize in case study competition at SIMC

Harleen Wahi and Abhishek Jain. The case study was a real case of declining sales of next gen publishing magazines a unit of Shapoorji Pallonji & Co Ltd. Great Lakes competed with 11 teams in the final campus round with the likes of SIMS,MICA, NITIE, Narsee Monjee,etc