ABSTRACT
We live in a world driven by the large-scale production of goods, which becomes more demanding as world population grows and becomes sophisticated. The real issue for most businesses is that they face competitive markets that change rapidly due to economic, political, sociocultural, and technological factors. The challenge today for any business is to maximize its profits while also maximizing customer value in a sustainable way. This of course is not an easy job and requires a business management system that considers the full organization of every process to deliver high-quality products and services to its customers. The challenge today is how businesses are managed to maximize customer value in a rapidly changing environment (Cobb, 2001).
