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ISBM’s Marketing in Uncertain Times series continues with our second Town Hall, another impactful installment on how marketing professionals can
In his book ‘Unlocking the Customer Value Chain, Harvard Business School professor Thales Texeira describes how the disruption of an industry is driven by customer behavior rather than technologies. Innovative new business models allow startups to ‘decouple the value chain’ – picking one aspect of an incumbent’s business model and doing it better.
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