About the Author


For decades Barbara Bund has specialized in marketing strategy, as a consultant and as a professor. As explained in The Outside-in Corporation (Second edition 2014; First edition published by McGraw-Hill in English and Spanish in 2006 and, authorized by McGraw-Hill, in Chinese in 2007), she focuses on the challenge of driving an organization’s marketplace strategy and tactics clearly and explicitly from the perspective of the customer—from the outside in.  While acknowledging that the outside-in perspective is often difficult to achieve and to maintain, she argues that it is also critical to marketplace success.


Dr. Bund has been an independent consultant since 1987. Starting in 1991 she has taught at the Massachusetts Institute of Technology Sloan School of Management.  Prior to MIT, she spent three years at the consulting firm Index Systems (where she was a vice president) and eleven years as a professor at Harvard Business School.  She holds a Ph.D. from Harvard University and an A.B. from Radcliffe College.  She has published numerous articles and eight books.  In addition to The Outside-in Corporation, her best known publications are “Build Customer Relationships that Last” (Harvard Business Review) and Winning and Keeping Industrial Customers (Lexington Books). Those publications introduced the framework of transaction customers and relationship customers (which has been widely used and which is discussed briefly in The Outside-in Corporation).


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I’d love to hear more suggestions of telltale signs of inside-out and healthy-signs of outside-in and also more examples of outside-in successes and surprises.

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