The recent economic turmoil forced companies around the world to re-evaluate their core business strategy. In order to thrive - in fact, in order to survive - organizations need to carefully consider how to remain relevant in the future. For this, the author explains that the company should pay close attention to their customers and what they require. We are now in the era of value, he says, where businesses and brands create value and competitive advantage only when they appear compelling, holistic experience that is authentic, unique and relevant. Past behavior on Wall Street only deepened this trend, increasing the desire for authenticity and meaning in the main street. The author gives four basic strategies for thriving in the age of meaning. "Hide
by Sohrab Vossoughi Source: Rotman School of Management, 5 pages. Publication Date: April 1, 2009. Prod. #: ROT082-PDF-ENG
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