Final answer:
The correct answer is option e. Some companies resist becoming customer-centric due to a focus on cash flow, core competencies, or the belief in the importance of brand promise over direct customer investment. The correct option that does not describe a reason for resistance is when those companies believe they should invest in employees rather than customers.
Step-by-step explanation:
The question is asking for the reasons why some companies might resist becoming customer-centric, except for one incorrect option. Companies often resist this shift due to their belief in the importance of a brand promise, prioritization of cash flow by focusing on core products, or because they believe customers are scarce.
However, the practice of concentrating on a few products, known as a core competency, can often lead to greater success for firms. Prioritizing customer-centricity may not be seen as the most profitable strategy compared to brand reputation, which can command a higher price and result in repeat business. The rationale behind such policies is that a good reputation can bring in repeat customers who further promote the business through recommendations. Therefore, with this understanding, the proper answer to the student's question is option e. Some believe they should invest in employees rather than customers.