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The Biggest Business Mistake

In: The Customer Trap

Author

Listed:
  • Andrew R. Thomas
  • Timothy J. Wilkinson

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.”

Suggested Citation

  • Andrew R. Thomas & Timothy J. Wilkinson, 2015. "The Biggest Business Mistake," Springer Books, in: The Customer Trap, edition 0, chapter 0, pages 3-12, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-0385-9_1
    DOI: 10.1007/978-1-4842-0385-9_1
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    Cited by:

    1. Vasja Roblek & Maja Meško & Alojz Krapež, 2016. "A Complex View of Industry 4.0," SAGE Open, , vol. 6(2), pages 21582440166, June.

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