Smart customers, dumbs companies

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<namePart>Locke, Christopher</namePart>
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<namePart>Swap, Walter</namePart>
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<abstract>SIn "Simplicity marketing: relieving customer stress in the digital age", Steven m. Crisol and Peter Sealey, present simplicity as an equally powerful lens for marketing. The authors cite stress as a major factor in contemporary consumer psychology: markets are faced with too daunting an array of product and service choices. To alleviate customer anxiety, companies should stop extending product lines and creating new brands; instead, shey should consolidate product and service functions by following their four R approach: replace, repackage, reposition and replenish</abstract>
<note type="statement of responsibility">by Christopher Locke</note>
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<topic>Directivos de empresas</topic>
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<topic>Diseño de productos</topic>
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<title>Harvard business review</title>
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<text>November-December 2000 ; p. 187-191</text>
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