Centre for Customer Oriented Organisation and Leadership (COOL)
COOL is a multidisciplinary research center bridging academic research and business practice to advance customer-centric strategies and execution.
Centres, groups and other initiatives
Why COOL
Customer centricity is critical for competitiveness, yet research and practice remain fragmented. COOL integrates perspectives from marketing, strategy, organization, finance, and data science to develop a more coherent and actionable approach to customer-centric management.
Dual Value Creation
COOL defines customer-centric management as a continuous, top-management-driven process aligning culture, structure, systems, processes, and metrics to deliver offerings tailored to a carefully selected customer portfolio. The goal is Dual Value Creation: superior customer value and sustainable financial performance.
Mission and purpose
COOL addresses the need for integrated and actionable knowledge on customer centricity. The center develops new frameworks and evidence-based methods that support both strategic decision-making and operational implementation.
Ambition
COOL aims to be a leading multidisciplinary research hub in Scandinavia, delivering strong academic, business, and societal impact.
Contact
BI Norwegian Business School
Nydalsveien 37
N-0484 Oslo
Switchboard: +47 46 41 00 00