7. B-to-B Innovation—The New Frontier of Fantasy

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Companies in business-to-business (B-to-B) markets often look at innovation as a consumer-driven revolution and not as something that applies to them. Their primary customers have been all about price and functionality, not lifestyle and desire. Because only one company can be the cheapest and most price-driven, commoditization stifles growth; these companies must find the power of innovation. Now the same high-value user experience is starting to be expected even for business-to-business products and services. Meeting these expectations requires not simply research and development but also a thoughtful ...

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