Delivering the Right Response at the Right Time

Abstract

Markets are becoming unique sequences of unconfigured possibilities. Cocreation of unique value is replacing control and domination as the primary characteristic of the customer/producer relationship. High-touch replaces market assaults as intangible-seeking customers need only those things they can live without. Not only are these customers becoming less dependent on the organizations and institutions which got them where they are today, their needs are shifting to the more complex ones required to further their lifestyle ideals and unique circumstances. Organizations now face customers with complex requirements they don’t need fulfilled. As the whole ball game shifts, design and integration become the value-adding capabilities. Expression of these design and integration capabilities requires the customer to be centre stage in the production performance.

‘In the future sustainable competitive advantage will depend more on new process technologies and less on new product technologies.’ (Lester Thurow)