5

THE CUSTOMIZED ENTERPRISE

Delivering a Tailored Solution for Each Unique Customer

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Alarge grocery chain was worried about its shopping carts. Store managers were getting a lot of complaints from customers. The carts were unwieldy and unsafe. Babies were not secure enough in the seats (22,000 children in the United States are injured every year while in a shopping cart). On a downhill slope, loose carts reached 35 miles per hour. Carts got stolen a lot.

So the company called IDEO and asked it to design a shopping cart that would solve these problems. IDEO is a very successful design firm that tailors products to fit exactly what each unique customer ...

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