search query: @author Vandermerwe, S. / total: 20
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| Author: | Vandermerwe, S. |
| Title: | Becoming a customer 'owning' corporation (Unternehmenskooperation) |
| Journal: | Long Range Planning
1996 : DEC, VOL. 29:6, p. 770-782 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, KUNDE, KONKURRENZ |
| Language: | eng |
| Abstract: | Some people object to the word 'own' when they first encounter it. But the notion of 'owning' is actually a very effective way of driving a customer-based transformation because it gets people to think differently about how to take their corporations into, and compete for, a future in which capturing the long-term value of the customer is the primary concern. |
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