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Dissertation: Do you know what your customers value? Multinational companies struggle to understand service needs

Posted on 16/11/17.


Technology companies are increasingly trying to grow their revenues by creating value to customers through services. In practice, however, customer and company views on value and its creation do not always meet. This is shown in the international marketing dissertation by Tiina Leposky, where the author studies the service transition of a Finnish multinational enterprise.