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Publisher's Summary

Niraj Dawar, a professor of marketing at the Ivey Business School in Ontario, reports on how customers and the market now stand at the core of business – and how this requires a rethink of the traditional principles of strategy.

This article was first published in the December 2013 issue of Harvard Business Review.

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©2013 by the President and Fellows of Harvard College, All Rights Reserved (P)2013 Audible Inc.

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