If, as everybody agrees now, business should be about meeting customers’ needs, it makes sense to involve customers as we create strategy. But here lies a problem. Ordinary market research techniques are fine for finding out what customers think about what already exists. They are much less good at helping us uncover customers’ attitudes to what might be, or their ideas about what should be.
Fojt, M. (1995), "Retail Insights ‐ Autumn 1995", International Journal of Retail & Distribution Management, Vol. 23 No. 8, pp. 1-16. https://doi.org/10.1108/09590552199500004Download as .RIS
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