Work strategy, markets and knowledge

Postulates there is only one right strategic path that can successfully address the issues dealing with customer preferences and an organization's own capabilities. Stresses the single learning path the company needs to identify what customer really want. Highlights the main points in a box and uses Figures to aid in explanation; also highlights, in a further box, the United Services Automobile Association in the USA, showing how it has developed in 30 years from craft service to mass customization and beyond. Concludes firms must learn from their customers to enable adaptation to each individual situation.