Roberto Verganti
People do not buy products but meanings. People use things for profound emotional, psychological, and socio-cultural reasons as well as utilitarian ones. Analysts have shown that every product and service in consumer as well as industrial markets has a meaning. Firms should therefore look beyond features, functions, and performance, and understand the real meanings users give to things.
Content: Quotation | Author: Roberto Verganti | Source: Ivey Business Journal | Subject: Marketing / Sales