The question is then, “To what extent are these investments paying off?” While case studies indicate some performance improvements have clearly taken place, industry studies and broad economic outcomes strongly suggest many companies have not advanced significantly at positioning value consistently with customers. At the macro
level, relatively few industry sectors have been growing much faster or more profitably than the broad economy recall the prior comments from Morningstar about the 1,400 companies that it covers, Bain’s study on profitable growth, and the “growth crisis” described in great detail in Michael Treacy’s Double Digit Growth. Other targeted studies tend to support the thesis that most companies are making, at best, marginal improvements in marketing and selling high-value solutions in their respective markets. Consider the following: