This paper evaluates the relationship between customer experience and business structure.
Written in 2002; 2,789 words; 8 sources; $ 83.95
Paper Summary:
The paper studies the relationship between customer experience and idealized business or organizational structure, as advanced by Prahalad and Ramaswamy in an article from 2000. The writer then offers a set of criteria against which such a theory can be assessed. The paper identifies the key theoretical constructs which underpin the movement toward integration of customer experience and competence into other business systems.
From the Paper:
"The creation of superior customer value is accomplished because of an organization's ability to continually generate intelligence about customers' expressed and latent needs and about how to satisfy those needs. Typically, intelligence generation has been treated as a generic activity of the organization but the new competitive environment necessitates the development of a more customer-focused and interactive intelligence-generation capability (Slater & Narver, 2000). Again, the Internet and other information technologies are ideal vehicles for gathering this kind of intelligence and creating the "customer communities" that Prahalad and Ramaswamy (2000) have described. Virtual communities are cost-effective meeting places for a firm and its customers, and also offer rapid turn-around and information exchange."
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