Trade liberalization, expanding global markets, and technology proliferation have increased the importance of product variety, speed, and flexibility in building and sustaining competitive advantage. For many organizations, global competition is no longer on the horizon; it has arrived. A customer base with generic needs is a fading scenario. This competitive challenge requires that organizations confront the need for a fundamental change in the way products and services are designed, produced, and delivered to customers. Customers want a total customer value package that extends beyond the basic product into bundles of experiences and outcomes. Some futurists believe that tomorrow's business environment will find firms selling relationships rather than products.
