As economies fluctuate, so strategies need to adapt. This has always been the case. But as the world around us changes dramatically and certain elements, such as globalisation and the internet, are irreversible, some strategic changes need to be radical – and none more so than in the way suppliers engage with clients and other key stakeholders. Yet we see plenty of compainies merely tweaking what they did in good times in the hope that the good old days will return. They will not.
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