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The rise of more active and knowledgeable customers, the
growth of online consumer networks, the demand for
personalised and experience-based forms of customer value
and issues of declining trust are challenging the
established concept of the market as well as the fundamental
bases of competition. The implications are clear. Responding
by tinkering with the “old pieces of the game” is no longer
sufficient. Neither value nor innovation can be successfully
generated through a company-centric, product and service
orientation alone. Rather, organisations must now search for
fresh perspectives, new thinking, clear concepts and
strategies, practical techniques that work and most of all,
a willingness to challenge assumptions... |
