Title: Creating the Market-Driven Organization

With: Jeannine Sargent, CEO, Oerlikon Solar

Subject: Chris Halliwell, TMC Director, interviews a business leader who sponsored a structured, cross-functional process to define new product strategy based on customer problem solving and sustainable competitive advantage. Company organization and functional charters were defined to leverage core capabilities, and support marketing leadership of the process. Widespread management education on whole product strategy concepts and extensive voice of the customer research resulted in accelerated new product introductions and organic growth.