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Sergio Leite
Analyst, Brazil
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Paradigm Shift - Consumers
Customers are increasingly demanding, less loyal and ephemeral. I am convinced that the speed and mass of information also generated the speed with which consumers began to change habits, brands and preferences, in turn directly related to the emergence of numerous management techniques in place, whatever the field of knowledge, all at the bottom looking for the most appropriate means to gain or keep market.
Even the core competences of a firm will not be able to keep it in business for long. Maybe the best positions in the future market will be occupied by those companies that best relate to the consumer. Then we will need to study behavior and changes in consumer motivation, when goods and services will be more and more customised. My thought is that increasingly companies must be capable to quickly adapt, not to customers' intrinsic preferences, but to their temporary motivations.
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