This sort of customer centrism was possible as the web enabled information to flow freely. So if in the previous era information could be more easily controlled via top down communication media (like TV), with the web, where billions of users each day generate content, it became harder and harder for companies to keep control over how customers interacted with each other.
Therefore, those companies that managed to obsess over customers also were, in part, the most successful throughout these times. So where in the previous decades with frameworks like Porter’s Five Forces, the primary focus was on competition, in the last decade the focus has been on customer experience:
That doesn’t mean it will always be like that. As we know the business strategy world shifts and changes based on how the whole context around evolves.
For instance, as of now with the rise of “Big Tech” digital distribution pipelines have been controlled by a few, large players, dominating many industries at once:
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