The blueprint on how to achieve sustainable growth in an emerging DTC company

Sammanfattning: In recent years, the direct-to-consumer business (DTC) has become an increasingly popular way for companies to conduct their business. A large part of why companies choose to build a business based on DTC is for the consumer data they get access to. This study aims to understand how small emerging DTC companies achieve sustainable growth as they both have to acquire new customers and retain existing customers. The empirical data consisted of qualitative interviews with three DTC companies operating in three different industries. The result of this study, which was based on the dynamic marketing capabilities model, is that a DTC company best achieves sustainable growth from a customer-centric approach, where decisions are based on data. This allows the organization to work more agile and, as a result, proactive manner.