“We sure as hell confused ourselves”, but what about the customers?

Abstract

Presents a case study of software products and their firm which go through a bewildering series of name changes and attribute changes – often for no apparent reason. Highlights the costs of such changes and discusses a theoretical framework to prevent this sort of confusion arising.

Citation

Cahill, D.J. (1995), "“We sure as hell confused ourselves”, but what about the customers?", Marketing Intelligence & Planning, Vol. 13 No. 4, pp. 5-9. https://doi.org/10.1108/02634509510781298