Supply Chain

EBSCOhost Página 1 de 8 Title: Subject(s): denotation: Author(s): Abstract: Co-opting guest Competence. CUSTOMER relations; MARKETING -- Management; CONSUMERS -- Attitudes; CONSUMER satisfaction Harvard commerce Review, Jan/Feb2000, Vol. 78 Issue 1, p79, 9p, 2 charts Prahalad, C.K.; Ramaswamy, Venkatram The business world is shimmy from formal, defined roles. Major business discontinuities such as deregulation, globalization, proficient convergence, and the rapid evolution of the Internet endure blurred the roles that companies twist in their dealings with other businesses. The distinguishing feature of the new mart is that consumers become a new source of competency for the corporation. This competence can be seen in industries such as software, which have moved from testing products in usability laboratories, to testing them in customer environments. To effectively harness the competence of the consumer, managers must: engage their customers in an active, explicit, and ongoing dialogue; mobilize communities of customers; manage customer conversion; and cocreate personalized experiences with customers. The real contest for senior managers will be to provide a stable center while encompass change. The only way to do this is to develop a wet set of organizational values.

Readying the organization for customer competence in the new economy will require a major overhaul of the traditional governance systems and organizational structures of the company. The biggest challenge for companies will be to develop the infrastructures needed to support a multichannel distribution network. 2628909 0017-8012 AN: ISSN: Full Text Word Count: 6022 Database: health Business FullTEXT CO-OPTING CUSTOMER COMPETENCE Contents Customers as a Source of Competence Managing the Personalized Experience Customers as Competitors Preparing the Organization The ontogenesis and Transformation of Customers The Shifting Locus of Core Competencies In the new... If you urgency to get a full essay, order it on our website: Orderessay

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