"However, though this financial objective of the business is fundamental, its attainment is primarily a matter of competitive success in winning profitable customers in commercial markets. The arbiter of whether a business survives is its financial market, but the means of survival, its returns, are decided by customers in its commercial markets.Por isso o meu desafio, começar sempre pelos clientes-alvo. Quem são? O que procuram e valorizam?
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Thus the ultimate reality of business is the need to satisfy financial markets by success in winning profitable customers in commercial markets."
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Uma empresa só tem razão de ser se virada para o exterior.
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Trechos retirados de "Creating Value Successful business strategies" de Shiv S. Mathur e Alfred Kenyon
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