ABSTRACT
Our world continues to undergo a dramatic transformation from the days when agriculture and manufacturing drove global economic output and employment. Gone are the days when firms create products then attempt to sell them. The purpose of this book is to address the fundamental essence of business today, which particularly in service organizations (which this book will explain includes nearly all organizations!) is to solve problems for customers and society. This concept of a solution orientation has instigated a new mindset and has provided service firms with a unique opportunity to think differently and to operate from an outside–in perspective. In other words, service firms have to shift from a firm (organizational) focus to a customer- and solution-oriented focus.
