How increasing value to customers improves business results

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<namePart>Vandermerwe, Sandra</namePart>
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<abstract>The problem with the conventional approach is that products and services are too easy for competitors to emulate and improve upon. Unilever and BP have found new wealth by getting greater share of customer spending</abstract>
<note type="statement of responsibility">Sandra Vandermerwe</note>
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<topic>Servicio al cliente</topic>
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<topic>Fidelización de clientes</topic>
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<topic>Creación de valor en la empresa</topic>
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<topic>Ventaja competitiva</topic>
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<topic>Investigación de mercados</topic>
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<topic>Lanzamiento de productos</topic>
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<title>Sloan Management Review</title>
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<identifier type="local">MAP20077000185</identifier>
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<text>nº 1, Vol. 42, Fall 2000 ; p. 27-37</text>
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