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| Author: | Vandermerwe, S. |
| Title: | New competitive spaces: jointly investing in new customer logic (Absatzstrategie; Marktanalyse) |
| Journal: | Columbia Journal of World Business
1996 : WINTER, VOL. 31:4, p. 80-101 |
| Index terms: | |
| Freeterms: | MARKETING, KUNDE |
| Language: | eng |
| Abstract: | This article offers an organizing framework for new competitive spaces based on customer rather than linear logic and a set of alternate terms and tools to assist the modern corporation in producing solutions which are both relevant and cost effective to end user markets. The author presents some contemporary managerial issues and defines the challenges executives face who recognize the need to change, and think differently about how to manage for success: using customer logic. |
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