PROLOGUE

The Magic of Connected Strategy

The practices of entertainment giant Disney illustrate a seismic shift in how firms create competitive advantage through what we term connected strategy. Firms with a connected strategy fundamentally change how they interact with their customers and what connections they create among the various players in their ecosystem. At its core, a connected strategy transforms traditional, episodic interactions with customers into connected customer relationships that are characterized by continuous, low-friction, and personalized interactions.

For years, Disney has organized mini-camps for children as part of its cruise operations. Stressed-out parents on a Disney cruise can drop off their kids for a few ...

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