In the HBR: Excellent piece. " ... Leading companies such as Procter & Gamble and Google have realized that the more clearly you understand your customer or partner, and their context(s), the more likely you will be able to offer the right solutions, build the right business models and win through global expansion – in India, Mexico, China, Russia, or beyond. ... ". Lays out three straightforward techniques, well described as I encountered them.
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