Companies in virtually every industry today are striving to meet the ever-increasing demands of their customers. The issues of innovation, price, quality, and delivery have never been greater. Customers want what they want, when they want it, and how they want it. To give customers what they truly want, manufacturers need to have a deeper understanding of the detailed attributes of the products that meet customer needs. Winning companies, those who will prosper now and well into the future, will need to manage the use of this knowledge with advanced information technology as their key competitive strategy.