Customer Foresight - The Good, The Bad, The Ugly

Samuel van Deth

Marketing Review St.Gallen, 2020, vol. 37, issue 3, 56-59

Abstract: The Good, The Bad and The Ugly (1966) is an Italian western about three outlaws on a treasure hunt during the American civil war. While they dislike each other, they are forced into cooperation. They all have some foresight on the treasure location. Only together they finally find the exact location of the treasure, ending in a classic standoff. Fast-forward to the 21st century and once again the world is confronted with three American outlaws. All applying customer foresight to win the ultimate treasure - the customer. In this article we will look at 3 of the most successful companies of our time - Tesla, Amazon and Apple - and the customer foresight they apply.

Date: 2020
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