In the late 1990s Levi-Strauss failed to anticipate new consumer tastes in jeans, and subsequently lost $6 billion in market value. Meanwhile VF Corp., maker of Wranglers and Lee Jeans, worked with customers to introduce new styles that increased VF’s market share.
Companies need to approach production and marketing decisions with an understanding of customer needs. This paper explores the relationship between success and effective customer research.
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