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Galbraith argues that building the customer-centric organization is more than just installing a CRM system or changing the brand management. He shows how structure must be changed, but more importantly, how management and business processes must be adapted and aligned with the strategy to facilitate customer-oriented work processes.

Jay_R._Galbraith (Wikipedia)

Jay R. Galbraith (Feb. 26, 1939 - April 8, 2014) was an American organizational theorist, consultant and Professor at the International Institute for Management Development, known for his work on strategy and organization design.

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