Article | Harvard Business Review | March 2014

Choosing the Right Customer

by Robert Simons


Companies that win in competitive markets identify a primary customer and dedicate maximum resources to meeting that customer's needs. This article will show you how to identify the best primary customer for your business by analyzing perspective, capabilities, and profit potential; allocate resources through structural configurations; and build interactive control systems to learn and adapt over time.

Keywords: strategy execution; customer focus; organization design; accountability; Management Control Systems; Customer Relationship Management; Organizational Design;


Simons, Robert. "Choosing the Right Customer." Harvard Business Review 92, no. 3 (March 2014): 48–55.