How can a company maintain both its competitive position and profitability when rivals can imitate products, purchase technology, hire cheaper labor, bypass attempts at government regulation etc. Is the only defense against new and more aggressive competitors the traditional one of cost minimization? Or can American companies develop a more creative defense to insure their survival? Based on extensive research at a wide variety of companies (including Boeing, Federal Express, Jaguar, Maytag, Northwestern Mutual Life, Swissair and Xerox) the authors show that the ultimate competitive defense is simple: provide products and services which increase customer satisfaction above and beyond the levels given by competitors. In the long term the company that keeps its customers happy obtains a crucial advantage: loyal customers usually willing to pay a premium for the firm's products. This provides the firm with the best defense against lower cost competitors and technological change: since its customers are less likely to switch, the company gains valuable time in which to adapt to change.
The authors show that management can take a more creative approach than only cost minimization to meet the competitive challenge. They show how to maximize customer satisfaction in product design, manufacturing, sales and after sales support and obtain higher profitability through the ability to charge more for its products, obtain more repeat business and reduce its marketing and sales expenses.
- ISBN10 0471828599
- ISBN13 9780471828594
- Publish Date 12 November 1987
- Publish Status Out of Stock
- Out of Print 13 July 1995
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Hardcover
- Pages 272
- Language English