MIT Sloan Management Review Article on Customer Centricity in the Digital Age

  • 3m
  • Sharmila C. Chatterjee, Zoran Latinovic
  • MIT Sloan Management Review
  • 2019

AI is helping retailers customize their offerings, create personalized experiences, and make shopping more convenient.

Customer centricity — putting your customer at the center of your strategy — has long been considered the holy grail of retail marketing.

About the Author

Zoran Latinovic is a visiting postdoctoral scientist at MIT Sloan School of Management. Sharmila C. Chatterjee is a senior lecturer in marketing and the academic head for the Enterprise Management Track at MIT Sloan School of Management.

Learn more about MIT SMR.

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  • MIT Sloan Management Review Article on Customer Centricity in the Digital Age

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