The challenge Consumers, not retailers or manufacturers, are the driving force in today’s customer-centric economy. They determine the appetite for products, rendering the traditional models of supply and demand redundant. And as lifecycles in consumer technology shrink, there is less time to deliver a margin and maximize sales. To succeed, brands, retailers and manufacturers must anticipate and respond rapidly to changing consumer preferences if they are to offer the right products to the right customers at the right time.
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