ABSTRACT
Product has been replaced by Solution; Promotion by Information, Price by Value and Place for Access, or SIVA. The enterprise will hence think in a more customer-oriented manner. To apply the SIVA model in practice, employees will have to assume a different pattern of thought, namely from the viewpoint of customers with a need. Naturally, one must also know if this need also requires a solution. SIVA thinking can produce different and much larger markets for the enterprise than thinking from the older four P’s viewpoint. There is no more thinking directly from the customer’s viewpoint but from what the solution delivers for the customer. SIVA is an ongoing development in the market. There is little theoretically substantiating literature. The application of SIVA thus requires a change in the thinking of the employees of the enterprise and the involved partners.
