Customer needs and preferences are always changing. Organizations are forced to adopt and
constantly innovate their product o erings to meet these changing needs. For example, Sony
Corporation, Japan, known throughout the world for its technological innovations in tune
with changing customer preferences, has developed a 2.5” hard disk drive for a “laptop com-
puter” that could hold as much as 1.5 billion bytes of data but which costs less than the cur-
rent disk drive holding 80 megabytes. Box 16.3 discusses the changes that McDonald’s was
forced to implement as a result of changing ...
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