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Customer Innovation by Marion Debruyne

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06

Collaborate along the value chain

Closing the gap

Any companies, any businesses, really looking to realize their full potential in the innovation space need to have a very open mind to the types of collaborations and partnerships that are going to enable that potential. MARK PARKER, NIKE CEO

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CASE STUDY

A couple of years ago, airline KLM started a deliberate strategy to look at the end-to-end journey of customers. It understood that the flight is not the only service that a travelling customer requires. What they need is to get from home ...

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