In the past, the majority of business focus was upon the variables over which there could be a large measure of control, such as managing the internal cost of production and service provision, employee salaries, price setting, and sales resource allocation. More recently, the increasing use of technology in almost every part of an organization has created an unprecedented amount of data that may be analyzed. At the same time, large-scale advertising and widespread use of the Internet has made customers more aware of alternative products and services, meaning greater price competition and the need for companies to differentiate in ways that don’t damage their bottom-line.
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