Markets & Customers

Analysing market dynamics, predicting technological and economic trends, identifying current and future competition, understanding customer preferences and discerning what they percieve as valuable and what they are willing to pay for, are vital objectives for any company, regardless of its industry or sector of activity.

Nonetheless, these objectives are particularly relevant in the technology sector: markets are intricate and abundant, competition is constantly evolcving and collaboration between the successive stages of their value chains are changing. Furthermore, competition, whether existing or potential, can come unexpectantly from unconventional industries or countries. Moreover, understanding what  creates value for customers and their decision-making requires an in-depth understanding of diverse operational modes, both civilian and military. In a highly technological culture, customer orientation is not always inherent, yet, there are methods and practices to tackle these challenges within the technological domain.

This theme delves into and illustrates different dimensions of market understanding and customer orientation.