Findtarget Search Engine Marketing
Social Responsibility and the Small Business
Thu Jul 17, 2008

Small is Beautiful - a Column From Search Engine Land

In the profit-centered business, customer happiness is merely a means to an end: maximizing profits. In the customer-centered business, customer happiness is an end in itself, and will be pursued with greater interest, passion, and empathy than the profit-centered business is capable of.



- Putting Customers Ahead of Investors, John Mackey, founder and CEO of Whole Foods



A couple of weeks ago, a shopping mall near my home announced that they would start checking the IDs of teenagers at entrances to the mall after 5:00 pm on Friday and Saturday nights, and not allow anyone under 18 to enter the mall unless they are accompanied by a parent or supervising adult over the age of 21.



Their explanation was that too many young people were using the mall as a social gathering place on weekend nights, behaving unruly, not shopping, and keeping away customers who wanted to make purchases at the mall. In many ways, the Mall is a victim of its own success, being a popular destination for the audience that the Mall shops target with what they offer.



A couple of local teens responded by starting a Facebook group as the "Official Boycotting Site for the Christiana Mall." That's probably not a response that the Mall wanted to see, nor a result that they wanted to experience.


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