How Increasing Value to Customers Improves Business Results  

Oleh:

Vandermerwe, Sandra

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Sloan: Management Review vol. 42 no. 1 (2000), page 27-38.
Topik: BUSINESS; value; customers; business results

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS27.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Companies such as Lego, British Petroleum, Baxter, Virgin and Unilever are reversing the law of diminishing returns. How ? By redefining what business they are in and then practicing a powerful kind of customer focus. The author, an international - marketing professor at the University of London, defines customer focus as obtaining value for customers (even if you sometimes help them buy from your competitors) and from customers (who voluntarily continue to patronize your company because of that value). To achieve a high level of customer focus, Lego, for example, must see itself as being in the "edutainment" business, not the construction - toy business. Focusing on what customers want in the edutainment market space, Lego can find numerous growth opportunities - in amusement parks, Web software, television and more. Instead of selling more Lego blocks and suffering ever decreasing returns, Lego can serve edutainment customers in ways that will inspire them to give the company increased amounts of their leisure - time spending.

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