Af: Henrik Andersen (direktør og partner i Andersen & Partners Management Consulting & Thomas Ritter (professor of Marketing and Commercial Competence ved CBS)
Ever seen a growth strategies fail because it was not connected to the firm’s customer base? Or a customer relationship strategy falters just because it was the wrong thing to do with that given customer? This article presents the six pack model, a tool that makes growth profitable and predictable. Not all customers can and should grow – thus a firm needs to classify its customers in order to implement the right customer strategy.