Don't be unique, be better
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<namePart>Barwise, Patrick</namePart>
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<namePart>Meehan, Seán</namePart>
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<abstract>Conventional wisdom holds that companies must offer their customers something truly unique in order to win their business and loyalty. In truth, successful businesses offer them something simpler but much more important</abstract>
<note type="statement of responsibility">Patrick Barwise, Seán Meehan</note>
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<text>Summer 2004 nº 4 ; p. 23-26</text>
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