"The company exist for the sake of customers."you wrote at the end. Yes it should be that way, but somehow I don't buy it. At least not in my political and cultural environment. And I think it is not the case in most capitalistic countries, today.
I am thinking... First the company needs to offer the best possible service to customers. That is ok. There is no future in business without it. And, yes! Good organization is crucial part of that strategy.
Second, company needs to beat the competitors.
I am thinking more... Something is missing here. Is it enough for success on a long-term basis? And if it is, the question is how to do it in this crazy, dynamic world, when everything is happening so fast. Classical marketing strategies should be redefined in a way to make company much more flexible and open for new challenges. And at the end I need to mention an ethical side of the whole story. Good company should exist for the sake of not just customers (it is classical approach) , but also for the sake of nature, society, brighter future, and better world for next generation.
Thanks Shigeo. You inspired me with your article.