IE University launches Center for Consumer Driven Growth

Promoting the role of consumer centrality as a key element for business development in the digital era is the goal of IE University's Center for Consumer Driven Growth, backed by a diverse group of international partners: Amadeus, AXA, The Bahlsen Family, Dufry, ING, Mahou San Miguel, Palladium, Ricola and Tetra Pak.

IE University plans to develop leading academic research in this field, publish reports in White Papers format (Best Practices), synthesize knowledge within a usable model (Scorecards and Index) and help the center's partners in the transformation of their organizations toward consumer-focused growth.

"As the competitive environment in our hyperconnected world becomes more complex and the pace of change takes place at unprecedented speed, it is essential that companies reinforce their focus on the customer to grow in a sustainable and responsible way. Pleasing the customer and surprising the client must be the guiding principles for success in navigating the multiple transformations we are experiencing," argues Carlos Mas, the center’s president.

“It is essential that companies reinforce their focus on the customer to grow in a sustainable and responsible way.”

María Alvarado, the center’s executive director, adds: "A solid education for business leaders, today’s and those of the future, means helping them to develop the foundations and levers of what we call C-Centricity. From startups to large corporations, the only solid basis for continuous and accelerated growth is to ensure that the service or product they offer meets the needs of the client, does the job and offers the best possible experience.”

The Center for Consumer Driven Growth’s first year began with the initial meeting of its Advisory Board and an opening conference by Frank Piller, co-founder of the MIT Smart Customization Group and Professor of Technology and Innovation at RWTH Aachen University, Germany, one of the EU’s main technology centers.

The Center for Consumer Driven Growth aims to be a world reference into research on this model of business growth and to help its partners and other companies adapt to the constant challenges facing large corporations as they deal with new supply and demand models increasingly focused on the customer.

For more information: Center for Consumer Driven Growth