Rice University course teaches executives to elevate business performance with customer-centric strategy

In an interview with Vikas Mittal, J. Hugh Liedtke Professor of Marketing, we explored customer-centric strategy, a new course offering at Rice University Jones Graduate School of Business. This course aims to transform executives into strategy-centric leaders through a science-based approach to creating value for customers, employees and shareholders. Mittal discussed the course’s inspiration, its practical applications across industries and the future of customer-centric strategies in a dynamic…