11. Gaining the Collaboration Edge: Building the Creative Company for the Creative Economy

We began this book by showing the commoditization cycle and the two basic competitive responses: cost-cutting retrenchment or letting go to grow. In many competitive ecosystems, we are only beginning to see the signs of the commoditization that has transformed consumer electronics, manufacturing, telecommunications, retailing, and financial services. We anticipate an accelerating pace of change in pharmaceuticals, media, education, healthcare, construction, and travel. The deconstruction and reconstruction of these business systems is a global phenomenon.

This business evolution could not be happening without a global talent base accessible through high-speed ...

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