دانلود کتاب نیازهای مشتری و مدیریت استراتژیک

This is book is titled Customer Needs and Strategic Management: Left- Right Circles Analysis. It is a theory that makes use of a simple thinking methodology to delineate the essence of doing business. This diagrammatic representation of business theory was first conceived almost 30 years ago. It started from this fundamental question: “What does it mean by doing business?” Using the simplest language, the answer can be: “To use what we are good at to offer something to someone to earn a profit.” Breaking this statement down, it has two components: (i) “To use what we are good at”, meaning “using our abilities”, or in a more astute manner “deploying our company competences”, and (ii) “To offer something to someone to earn a profit”, meaning “selling our customers a product or service”, or more fundamentally “serving our customer needs”. To place the two elements onto a simple diagram, it displays as two circles: the Left Circle for “Customer Needs” and the Right Circle for “Company Competences”. For the customer to buy the company’s product or service, it requires the company to pursue the customer needs. That is, the Right Circle pursues the Left Circle for maximum matching. The perfect scenario is to have the two circles coincide completely, but this does not happen in the real world. The customer has many needs, and not all of them can be satisfied by the company’s competences. Hence, only part of the Right Circle can catch up with part of the Left Circle to form an overlapping area called Area C as depicted below.