| 000 | 00931npc a2200157Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.8342 | ||
| 100 | _aLUKAS, BRYAN A | ||
| 245 |
_aWhy do customers get more than they need? _bHow organizational culture shapes product capability decisions |
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| 260 | _c2013 | ||
| 300 | _a1-12 | ||
| 520 | _aThe 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. | ||
| 653 | _aCONSUMER BEHAVIOR | ||
| 773 |
_oP14946 _nM _927730 _011181 _tJOURNAL OF MARKETING |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c11964 _d11964 |
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