"Taking examples from companies as diverse as Amazon.com and Mondex, Microsoft and Monsanto the author explains how businesses can escape the traps of a traditional mindset and originate for the customer rather than the product. These enterprises transform classic product/service categories, moving them away from market share into new 'market spaces' where they find new ways of doing things for customers." "Customer capitalism does what old capitalism could never do - it gives corporations a sustainable edge. Sandra Vandermerwe shows how to relate the ten principles of customer capitalism to your business and achieve the multiple and exponential rewards of increasing returns."--Jacket.