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Leading in Times of Crisis: Navigating Through Complexity, Diversity, and Uncertainty to Save Your Business by Stephen H. Rhinesmith, Peter C. Cairo, David L. Dotlich

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COMMUNITIES OF INTEREST AND VALUE MIGRATION

Staying on top of demographic trends has always been challenging, but today the effort of keeping up can be truly overwhelming. And it’s now possible to differentiate interest groups in ways that were never possible before, using data capable of pinpointing even the tiniest market segment. Communities of interest might include patients with HIV, single working moms, aging Baby Boomers, high-net-worth individuals, and HDTV aficionados; they may reside in the United States, Thailand, or Egypt. These communities are not only more numerous (in terms of possible slices of the market) than traditional demographic groups—they’re more powerful. They communicate across all borders via the Internet, and they ...

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