The transformation of ICI

In the late twentieth century, major corporations in modern industrialised economies have recognised the need to add value to their products. Adding value means making the product more desirable and valuable to the consumer. Consumers want to buy those goods and services which best meet their wants and needs. Nowadays, these wants and needs are becoming increasingly sophisticated. Today’s consumer, for example, does not want ‘any old pair’ of trainers – the consumer wants ones which incorporate the latest gimmicks and technologies and which, of…