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BUSINESS TRAINING
Strategic planning: Back to the business definition Felice Ambrosino consultant
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simeida@tin.it
n our previous article (Strategic planning: The definition of the business, ipcm®_International Paint&Coating Magazine no. 13, Vol. III, 2012, pages 72-78), we insisted on the need to define a business in terms of customers’ needs and desires and not in terms of products. We presented
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A product is nothing more than the application of a technology aimed at satisfying the needs and desires of certain groups of customers”
N. 43 - JANUARY/FEBRUARY 2017 - international PAINT&COATING magazine
Abell’s three-dimensional model (customer needs, strategic customer groups, alternative technologies), where the product is not even explicitly mentioned, but conceptually included in the combination of the other parameters: a product is nothing more than the application of a technology aimed at satisfying the needs and