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Robert Wollan and Baiju Shah, along with Glen Hartman, recently published “Extraordinary Relevance,” an article discussing how marketing executives are viewing corporate agility in this volatile age. This podcast is part of our ongoing exploration of the ways in which corporations use agility to uncover opportunities in today’s volatile business climate.
The discussion begins with an analysis of recent consumer research that shows the erosion of customer loyalty paired with consistently rising expectations. Consumers, in short, want services and products that perfectly match their expectations. As a result, marketers must be able to roll out programs in parallel rather than serially—requiring greater agility, which is often hard to achieve.
Read the original article, "Extraordinary Relevance".
November 7, 2012
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