Tag: Customer

Study of Customer Needs and Desires in the Airline Industry

Introduction As quoted by Kotler et al 2007:324 “Almost 28% of all production ideas come from watching and listening to customers”. In the airline industry, customer’s needs and wants are two of the three prime elements to be considered for its development. Other element being desires or demands, which is equally important but not everyone …

Dissertation on how customer values lead to competitive advantage. Case study of Dell

1. INTRODUCTION 1.1. Background The personal computing industry is one that is constantly evolving and fiercely competitive. Few players have been able to achieve long-term success and this is reflected in hugely changeable industry market shares. The lucrative exceptions to this rule have emerged to lead and define the market through marketing innovation as much …