Many people have helped me in writing this book. I would like to thank all of them.
My family members who have been a constant support in my endeavors, offering help and advice at every stage.
My colleagues, who have always been a source of support and inspiration.
IBM and McKinsey, who were very kind to grant permission to use two crucial exhibits in this book.
Dr Victoria L. Crittenden, Professor & Chair, Marketing Division, Babson College, for giving me an opportunity to write this book.
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