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Essay from the year 2008 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, Technical University of Munich (Wirtschaftswissenschaften), course: Seminar, language: English, abstract: Serving customer needs and providing customer value should be put at the center of strategic thinking: otherwise a company is in risk of developing organizational competences, which have little or no market value. A remarkable example of a very successful company, whose strategy is entirely customer based is the luxury hotel chain Ritz-Carlton. Every part of this company’s culture is based on providing the finest customer service. “We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience.”