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Right‐Wing Customers—The Enemy of Innovation
Author(s) -
Beverland Michael
Publication year - 2010
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2010.00081.x
Subject(s) - business , adversary , customer advocacy , customer to customer , customer retention , customer delight , marketing , advertising , computer science , computer security , service quality , service (business)
The customer is not always right. The customer is not always king. The customer wants more of what he or she already has—until somebody comes out with a product that's irresistible. Market immersion is one way of seeing past what the customer has to what the customer wants .