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Shaping Markets and Customer Relationships

In: Creating Value in the Digital Era

Author

Listed:
  • Alf Chattell

Abstract

A dominant characteristic of the Digital-Era enterprise is its continuous search for value. As we enter an era where you create distinctive value only by uncovering and realizing new possibilities, the successful companies will be those that find ways of generating new insights and using them to shape markets and customer relationships. The ability to do so depends on the following aspects of intelligent value-seeking behavior: acuity — the sharpness of the senses and of understanding; creativity — the ability to uncover new valuable possibilities; learning intensity — continuous experimentation guided by fast, rich feedback; and innovation — the continuous development and renewal of capabilities, products and services in ways that create new ways of making a difference (see Figure 4–1).

Suggested Citation

  • Alf Chattell, 1998. "Shaping Markets and Customer Relationships," Palgrave Macmillan Books, in: Creating Value in the Digital Era, chapter 4, pages 78-103, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14711-3_5
    DOI: 10.1007/978-1-349-14711-3_5
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