chapter  5
16 Pages

CAB Structure, Procedures, and Agenda

Companies often have difficulty when they try to launch a novel product or service by imagining what the customer’s response is going to be when they come in contact with the product or service that is being offered. Some firms choose not to ask the customer’s advice, they do not watch what the customer does, nor do they try to comprehend what the customer wants. Mostly they function on the basis of calculated assumptions.