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How increasing value to customers improves business results

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      <subfield code="a">The problem with the conventional approach is that products and services are too easy for competitors to emulate and improve upon. Unilever and BP have found new wealth by getting greater share of customer spending</subfield>
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      <subfield code="g">nº 1, Vol. 42, Fall 2000 ; p. 27-37</subfield>
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