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Improve Your Marketing to Grow Your Business: Insights and Innovation that Drive Business and Brand Growth by Jeff Saperstein, Hunter Hastings

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Chapter 15. Communities of Practice for Consumer Connection and Open Innovation

• How can communities of practice improve internal and external communications?

• Can communities of practice improve product development and speed to market?

• Why is a corporate culture change necessary to make communities of practice effective?

• Can communities of practice facilitate the organizational culture change necessary for rapid innovation?

We have proposed that a different partnership with the consumer is essential to marketing success. One of the most exciting emerging processes to enable this transformation is the development of communities of practice (COPs); however, business management must adopt a different mind-set to make COPs work. In addition ...

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