When Peter Drucker gave his first “marketing concept”, in 1954, the concept of meeting the needs of customers better than competitors such as the pilot business success was a radical idea. Today, most managers agree that sustainable profit growth requires a clear, relevant customer promise promise this improvement, innovation and support this with an organization that is open to new ideas and reactions market. However, it is difficult to achieve this. Despite the trend in a direction v batteries? U, the authors believe that managers can reconcile with the weaknesses of your business by making a series of five questions intended to discover vulnerabilities. Based on examples from companies like Apple, Google, Procter & Gamble and Toyota, the authors explain the importance of each of these questions. “For those who are willing to ask the tough questions and is willing to hear the answers,” they write, “the potential benefits to the company are important.
Source: MIT Sloan Management Review
Publication Date: April 1, 2010. Prod #: SMR348-PDF-ENG
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