This was an article published in Oct-2006 in BusinessWeek by Navi Radjou of Forrester Research.
The key message is simple and significant : To go up the value chain and compete against global giants, we need to understand the end user problems, innovate to fix them and hence co-create value with our customers. This is what even the customer's have started to expect.
The impact of this factor on the way we conduct business is going to be significant. Let's at least start to think about it ...
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