The Biggest Business Mistake

Andrew R. Thomas and Timothy J. Wilkinson

Chapter Chapter 1 in The Customer Trap, 2015, pp 3-12 from Springer

Abstract: Abstract Many of the people who lead companies, from huge multinationals to brand-new startups, think that if they can just get their product or service into the hands of a Mega-Customer, all their problems will somehow magically disappear. The thinking goes like this: “If we can make enough sales, profits will rise, business will grow, and we will be unimaginably successful. The trick is to find ever-bigger customers who can buy increasingly larger quantities of what we produce.”

Keywords: Brand Equity; Business Leader; Vacuum Cleaner; Financial Account Standard Board; Certified Public Accountant (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-1-4842-0385-9_1

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