haku: @author Edwards, J. / yhteensä: 18
viite: 7 / 18
| Tekijä: | Edwards, J. |
| Otsikko: | Delivering Differentiation: Building Winning Enterprises |
| Lehti: | European Management Journal
1997 : VOL. 15:1, p. 79-91 |
| Asiasana: | CONSUMER SATISFACTION PRODUCT DIFFERENTIATION ORGANIZATIONAL CHANGE STRATEGIC MANAGEMENT COMPETITION MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Growth is gradually replacing lowest cost as the main driver for many businesses, and customer focus is heralded, in the management press and in many corporate positioning statements, as a substantial contributor to achieving this growth. Yet customer focus, however sophisticated, cannot simply be bolted on to a business, if the organization's aim is to differentiate itself through customised services and offerings, while retaining - even improving - operational efficiency. Time and again, the promise of such customer focus fails in the market or, at best, delivers only as a result of grossly inefficient patching together of systems and processes behind the scenes. In this article, John Edwards differentiates between such disconnected customer focus, and a state he calls customer-driven - an alignment of adaptable delivery processes behind customer offerings. |
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