Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. He is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and coauthor, with Sarah Toms, of The Customer Centricity Playbook.
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Despite what the old adage says, the customer is not always right. Even companies that can seemingly do no wrong—like the coffeehouse giant Starbucks—have only recently started to figure this out. Starbucks is one of many companies that... SEE MORE