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The future of innovation lies in customer experience

Convergence of industries and the emergence of active consumers in an increasingly networked society challenge the view that value is created through products and services.

Converging technologies are causing industry boundaries to shift and blur, changing the very nature of products and services.

FOR a long time, innovation was assumed to be best delivered in the product space. Companies believed they created value through the products and services they offered, and so they competed by offering product variety and expanding the markets they served. But the convergence of industries and...

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