Publisher's Synopsis
Companies are no longer competing as individual entities but as systems of networking with customers and suppliers. It is the potency of a company to build sustainable relationships with all (external and internal stakeholders) that determines its success and the growth in the new era of information and co-operation. It is no longer how accessible and presentable a brand is but how adaptable the brand is to the ever-changing customer expectations. The predatory tactics of market dominance are being replaced by the principles of cooperation with the customers. Customers are no longer kept in the periphery but considered central components in decision-making. Establishing resilience in complex and turbulent business environment is what successful businesses are riding on. Such resilience is founded on a strong mastery of customer intimacy. The most successful brands are those that sustain their responsiveness to customer needs and expectations. This book explores the changing competition landscape and opportunities presented by these dynamics in building a competitive business.
