ABSTRACT
This chapter discusses the market capital that encompasses the following capital-components: the product, the brand, the customer, the distributor, the supplier and partners and communities, and the shareholder capital. The enterprise conceives and builds products in order to achieve benefits that the customers will appreciate and will adequately compensate. The product is the most visible link between the enterprise, its suppliers and its distributors, and its customers. The enterprise's point of view focuses on the added costs that do not generate a specific benefit. The enterprise can rarely charge more because these deliverables are considered part of the product, and they are taken for granted. Customer satisfaction is obviously one of the objectives of the business-policy. The share of market is a lagging indicator, while customer satisfaction is a leading indicator. Customer satisfaction is one side of the coin, the other is product-economics. The product and the brand capital underpin one of the most important strategic resources, the customer capital.
