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Competitive Strategy in the Age of the Customer

Josh Bernoff, Senior Vice President, Idea Development, Forrester Research, Inc.

Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery are no longer sufficient. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. Successful companies will become customer-obsessed, investing in four priorities: real-time customer intelligence, customer experience, sales channels, and useful content.

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Board of Trustees Meeting: Building Trust in a Digital Age [Spring 2013]

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