1Starting Out

Introduction

The pace of social and economic change is accelerating in every sector, and with it, the risk of doing business is increasing. Competition is becoming stiffer as global marketing, e-commerce, and emerging markets are growing at a dizzying pace. In a world of look-alike products and services, your firm must find a way to stand out, and if it does not, it will not be competitive in the marketplace. You must hit the right target market with exactly the right product. You need only look at the cell phone market, where certain once-dominant players did not keep up with the latest technology and/or did not offer the right product. As a result, many of them lost substantial market share or are no longer in business. Brand ...

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