Here is an excerpt...
Managers are under tremendous pressure to create value for their customers as profit margins shrink and competition intensifies. Yet the most common responses to these pressures (price cuts, outsourcing, cost reduction, process reengineering, CRM technology, increased marketing investment and so on), whilst critically important, cannot solve the problems of margin pressure alone.
At the same time, major discontinuities in the competitive landscape brought about by rapidly converging advanced technologies, a changing and empowered consumer and an increasingly networked society are calling into question our basic conceptions of customer value and the processes that lead to its creation. Managers are discovering that neither value nor innovation can be successfully generated through a company-centric, product and service orientation alone.
Today, new perspectives are urgently required to meet both the potential and need for sustainable customer innovation and profitable customer value creation.
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