Communicating Science #42: How B2B Firms Can Transform Strategy Through Customer Insight, Organizational Alignment, and Leadership Commitment

In an era marked by intensifying competition, rapid digital transformation, and increasingly demanding customers, B2B organizations are under growing pressure to rethink how they create and deliver value. Moving from product-centric logics to customer-centric strategies is no longer a rhetorical aspiration—it is becoming a strategic necessity.

In this interview, Dr. Nouha Berrada, Professor of Marketing & Strategy, and Dr. Kofi Osei-Frimpong, Associate Professor of Marketing, both at UM6P’s ABS, discuss insights from their research on how B2B organizations can successfully embed customer centricity.