Commodities are unities of use value and value that are opposite of each other. Its intrinsic contradiction between use value and value determines the necessity of goods exchange to realise value by delivering use value. A successful goods exchange requires that the commoditys use value must be in accord with the demand of consumers as well as the market.

However, consumer demand is constantly changing. Taking this into consideration, if modern enterprises (say NBA) want their products to always win good graces among consumers, what should they do?