Geehan, Sean; Sheldon, Stacy
November 2005
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p36
The article focuses on the role of customer advisory boards (CAB) in helping companies thrive and win business. Marketing executives are discovering that a CAB can serve as a direct conduit to the mind and soul of a marketplace. And companies have experienced returns of greater than 10 times their CAB investments. CAB are valuable for emerging or transforming market segments, where companies need to stay in touch with changing dynamics of the marketplace--especially where technology or regulatory issues are revolutionizing the industry and forcing quick, drastic changes. In almost all industries, technology is collapsing new product life cycles and thus changing how business is globally conducted. With a CAB in place, your customers can help you think through these changes and their effects, as well as how to adapt your business and products to exploit opportunities.


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