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"Yes but we are a B2B company and this B2C stuff doesn’t apply to us!"

Sunday April 17th, 2011 0 comments

How many times have we heard this excuse when working with large businesses entrenched into their orthodoxies? This goes back for me, as far as 1988 when taking my MBA at IMD when some of my friends who had started their career in the industry dismissed marketing and strategic provocations from our tutors… Many B2B businesses have fully taken on…

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