Figure. A growing number of companies face a dilemma: They know how to make amazing things technically, but are at a loss to understand what to make. Companies that became successful through technological leadership are among the most sensitive to this problem; they realize better than most that technological leadership is expensive to achieve and seldom lasts very long. Active experimenters in alternative ways to do business, such companies know from direct experience that in today's world something extra is needed to achieve sustainable competitive advantage. That something is an understanding of the social contexts in which products and…
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