business-theorists-from-sweden

"In industrial marketing settings, the relationship between buyer and seller is frequently long term, close and involving a complex pattern of interaction between and within each company. The marketers' and buyers' task in this case may have more to do with maintaining these relationships than with making a straightforward sale or purchase."

"While few customer offerings have a life, all great products and services have a soul."

"It is also worth noting that it is extremely difficult to be a great buyer of complementary competencies if you do not have any knowledge about the stuff you are acquiring. Friedrich Nietzsche pointed out that a man has no ears for that to which experience has given him no access. We need knowledge to be able to outsource knowledge."

"Gallery visitors did not tell Picasso to invent cubism. Jazz fanatics did not suggest that should work with hip-hoppers. Moviegoers did not propose to Lars von Trier, the Danish film director, that he make Breaking the Waves. And customers sure as hell did not come up with the idea for CDNow or Amazon.com. If you want to do something really interesting and revolutionary, learn to ignore your customers."