Goodbye Industries, Hello Domains: Top-Performing Companies Focus on Customer Outcomes
Abstract
A domain-oriented company helps serve a customer’s end-to-end need by focusing on customer outcomes rather than only on the sales of products and services. In our global survey, the domain-oriented companies were top performers, achieving more than a 15 percentage point premium on revenue growth and net margin, compared to their industry average. However, taking a domain orientation requires a big mindset change in a company. In this paper, we describe what it takes to become a domain-oriented company and the performance premiums. We also illustrate a domain orientation with examples from Kaiser Permanente, Schneider Electric, Shopify, and Cemex.
About the Researchers
Peter Weill, Chairman and Senior Research Scientist, MIT Center for Information Systems Research (CISR)
Stephanie L. Woerner, Director and Principal Research Scientist, MIT Center for Information Systems Research (CISR)
MIT CENTER FOR INFORMATION SYSTEMS RESEARCH (CISR)
Founded in 1974 and grounded in MIT's tradition of combining academic knowledge and practical purpose, MIT CISR helps executives meet the challenge of leading increasingly digital and data-driven organizations. We work directly with digital leaders, executives, and boards to develop our insights. Our consortium forms a global community that comprises around seventy organizations.
MIT CISR Associate Members
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