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Chapter 11. C-CHANGE: Pathways to Conver... > THE CHALLENGE OF C-TRANSFORMATION

THE CHALLENGE OF C-TRANSFORMATION

Most companies are just beginning to pursue their "c-transformation," changing their organizations to meet the challenge of the centaur, the SCs, and convergence. Some companies will initiate massive changes in their business, in the way that AOL and Time Warner are reshaping the boundaries of their industries; IBM moved from selling boxes to services; Enron moved from selling natural gas to providing a trading platform for electricity, natural gas, broadband and other commodities; Hewlett-Packard moved from instrumentation to computers; and Corning moved from glass to fiber optics. Some changes are within existing industries, others are across industries. While other companies such as eBay have created entirely new industries by understanding and responding to the hybrid consumer.

While the rise of the centaur creates opportunities for such sweeping changes in organizations and industries, the insights of convergence marketing can be applied on a smaller scale anywhere in the organization. Wherever you are in the organization, and wherever you are in the world, by focusing on the needs of the centaur and the opportunities of convergence marketing, you can transform your mindset and your approaches to marketing and business strategy. Look for ways to apply the 5Cs (customerization, community, channels, competitive value and choice tools) across your online and offline businesses.


  

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