Why do customers get more than they need? How organizational culture shapes product capability decisions

By:

LUKAS, BRYAN A

Material type:

Mixed materialsPublication details: 2013Description: 1-12Subject(s):

CONSUMER BEHAVIOR

NLM classification:

658.8342

In: JOURNAL OF MARKETINGMSummary: The capability level of a product that a firm provides to a customer is an importnat marketing decision. In the extant literature, the normative heuristic for this decision is one of matching-of providing product capability levels that meet customer needs. However, industry evidence suggests that supplier firms routinely make product decisions that lead to overshot customers, whereby customers receive products with capabilities that exceed their requirements.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/1	Available		P14946

The capability level of a product that a firm provides to a customer is an importnat marketing decision. In the extant literature, the normative heuristic for this decision is one of matching-of providing product capability levels that meet customer needs. However, industry evidence suggests that supplier firms routinely make product decisions that lead to overshot customers, whereby customers receive products with capabilities that exceed their requirements.

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