Most companies today have a customer focus. The company focuses on its activities and products based on evolving consumer demands. The customer-driven approach, the sense of identifying market changes and the product innovation approach. In that case, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of customer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential customer. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
