NEW COMPETITIVE SPACES - JOINTLY INVESTING IN NEW CUSTOMER LOGIC

This article offers an organizing framework for new ''competitive spac es'' based on customer rather than linear logic and a set of alternate terms and tools to assist the modern corporation in producing solutio ns which are both relevant and cost effective to end user markets. It calls for a fundamental paradigm shift away from linear corporate assu mptions and concepts, which sought to push as much down the system as possible. The author offers a ''reverse customer logic'' and language, which begin with end user customers and then asks who does what, when , where, and how, to achieve what, when. She provides structures princ iples to facilitate the transformation from where the managers are to where they need to go in an ever-changing environment.