Abstract

PINTO, Ricardo de Gouvêa. The customer factor as a strategic determinant: Essay on the banking and financial industry. Economia Global e Gestão [online]. 2008, vol.13, n.1, pp.103-123. ISSN 0873-7444.

In this essay we’ll study what is the relevance of the customer in the strategic concern of the company. What does the customer represents, what is the value of his force, how must he be considered, and what kind of implications does he have in the strategy and in the policies of the company. Which is the customer equation? Thus, we have to place our mindset in the marketing strategy. The customer is, indeed, an important strategic determinant in the financial industry, the Customer Factor is an important factor that determines and guides the strategic decision and the whole process of strategic management, and this influence of the Customer Factor reveals itself, not because of a direct influence of the customer in the strategic orientation, but because, considering the internal rivalry in the industry, he is the differentiation factor in the business.

Keywords : Strategy; Marketing; Competitiveness; Customer Focus; Value.

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