Chris Privett
Duke University
The Fuqua School of Business
100 Fuqua Drive
P.O. Box 90120
Durham, NC 27708-0125
Tel +1.919.660.8090
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Professor Christine Moorman Receives 2011 Berry-AMA Book Prize
October 19, 2011
Christine Moorman, the T. Austin Finch, Sr. Professor of Business Administration at Duke University’s Fuqua School of Business and the founder and director of the CMO Survey, has been awarded with the American Marketing Association Foundation’s prestigious 2011 Berry-AMA Book Prize for her work on Strategy from the Outside In: Profiting from Customer Value.
Co-authored with Professor George S. Day, Strategy from the Outside In examines the influential strategy ideas (shareholder value, core competence, six sigma and right sizing) that have lured companies into a dangerous internal focus, viewing the world from the inside out. As a result, companies lose sight of the market which leads to poor results over the long run. Inside-out thinking distracts companies from the core purpose of a business: to create and serve customers.
“Companies that adopt — and fight to keep — an outside-in view focused on customer value have grown revenue, profit, and shareholder value through both boom and bust business cycles,” said Moorman.
Strategy from the Outside In was a co-winner of the prize with Professor Mark Jeffery’s book Data Driven Marketing.
The American Marketing Association Foundation champions the marketing profession by encouraging excellence and investing in marketing that benefits society. Each year, the Berry-AMA Book Prize recognizes authors whose innovative ideas have had significant impact on marketing and related fields. The prize is one of the AMAF’s programs designed to acknowledge academic and practitioner marketing excellence.
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