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Discovering New Points of Differentiation
by Ian C. MacMillan and Rita Gunther McGrath in Harvard Business Review on July 01, 1997

Ian C. MacMillan and Rita Gunther McGrath talk about differentiation and ways in which companies are able to develop this throughout their business with respect to their costumers.  A "consumption chain" is an idea that is discussed in this article.  Using a "consumption chain" companies are able to apply a two part approach in order to determine ways to differentiate.

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