What is it about?
Ideas and frameworks for B2B companies to enhance the value they create for customers through experience staging, mass customizing, cultivating learning relationships, fusing the real with the virtual, and helping customers achieve their aspirations.
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Why is it important?
B2B companies increasingly face commoditization, and this article provides a number of ways of getting out of the commoditization trap by getting more individual with their customers.
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This page is a summary of: How B2B companies create economic value by designing experiences and transformations for their customers, Strategy & Leadership, May 2015, Emerald,
DOI: 10.1108/sl-03-2015-0018.
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