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Business 2.0 is now part of CNNmoney and some older articles are no longer available. If you click through you will be taken to the Internet Archive site to find an archived copy.
Customers think about products and markets very differently from the way products and markets are bundled and sold in the physical marketplace. Customers think in terms of activities, while firms think in terms of products. Activities that are logically related in cognitive space may be spread across very diverse providers in the marketplace.
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