Increased complexity and pace of change within the operating environment is forcing many organizations to transform the way they compete for value. Irrespective of sector and locality, senior executives are embracing customer demands for smart offerings – products and service that are both highly integrated and highly customized in distinctive ways. Fickle customers and highly competitive global markets mean that the line between corporate success and failure is finer than ever… As written by Dr Jonathan Trevor and Richard Hill, Cambridge Judge Business School… (pp.46/47)
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