Year: 2025
Type: article
Abstract: Increasingly the customer-centric product strategies have redefined the structuring of the enterprise involvement of B2B enterprises and value-making in the complicated business environments.This review explores strategic and functional aspects of customer-centricity in B2B product strategy, citing the constructs that are relevant and influential, namely integration of customer insight, cross-functional interaction, and alignment on strategy.Based on the 10-year research experience, it turns out that companies with some of the best customer analytics and customer insight management are usually performing better than the rivals in customer retention and growth measures.On the one hand, conceptual frameworks have consistently stressed the importance of customer value co-creation.On the other hand, it has proven difficult to consistently implement the idea of customer value co-creation because organizations retain silos, fragmented data, and misaligned incentive plans.Empirical evidence of certain elements of strategy also shows that they have a differentiated influence on the outcomes of performance.The theoretical and practical knowledge are combined in a model suggestion that links customer insights and internal enabling with the measurable business outcomes.The review ends with some suggested research areas, which include sector barriers, how artificial intelligence can be used in the generation of insight as well as cultural levers that are essential in the alignment of an enterprise.By so doing, it points towards the necessity of increasing the vibrancy between strategic planning and client information, rearrangement of inner systems in order to support responsiveness and flexibility.As a whole, this study develops the literature on strategic management and industrial marketing by explaining the critical aspects and limitations on customer-driven product strategy in enterprise B2B markets.It provides practical implications to managers who want to achieve harmony between product innovation and the changing customer expectations in a digital fast track world.
Author: Naveen Saikrishna Puppala
Institution: University of Michigan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412913071