Services - Winning the Game in the Same.
Creating great products in a category with limited differentiation is no more the job of the R&D team. Not so when customers have a limited involvement in the category and brand loyalty is not inherited from the previous generation of customers. The future of brand loyalty lies in managing the expectations of customers in Functional, Emotional and Economical Value. Have we been able to see beyond the success of our great brands to realise that we are more product centric and less customer centric organisations ?