The many faces of customer orientation

The Covid-19 pandemic has highlighted the role of customers in business. It has become dramatically clear to many that without customers there is no business. Now when everything is upside down it is timely and relevant to reflect on this old but fundamental issue. Not that managers would not know it, in principle. It has […]

The product always obscures the customer

Customers form the most important resource of a firm. Without customers, the firm cannot exist. Think about the heading again. The product always obscures the customer. An obsession with products, production processes and routines creates near-sightedness and makes customers invisible. If this indeed is the case, how can firms successfully maintain their customer relationships, and […]