Role of Customers in Organizational Success and Survival

In the previous section of this book we considered the crucial role that employees play in determining the success and, at times, survival of contemporary organizations. Employees were thus identified as one of the three primary stakeholder groups that an organization must consider when developing and implementing strategies designed to contribute to the recruitment, motivation, empowerment, and retention of employees necessary to enable an organization to gain and sustain the necessary competitive advantage to survive and succeed in facing the numerous challenges of a highly competitive environment.