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Size the Prize

In: Breaking Through

Author

Listed:
  • Sandra Vandermerwe

Abstract

When a good story is compiled that makes the case for viewing customers as the fundamental source of enterprise value, and presents a picture about what this will take and how it will unfold, be told and sold, it bolsters confidence and enthusiasm. Another breakthrough will thus have been made, driving the process outward and onward.

Suggested Citation

  • Sandra Vandermerwe, 2004. "Size the Prize," Palgrave Macmillan Books, in: Breaking Through, chapter 0, pages 97-112, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51430-0_7
    DOI: 10.1057/9780230514300_7
    as

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