A recent article in BusinessWeek titled “Farmers Fight John Deere Over Who Gets to Fix an $800,000 Tractor” highlights a key challenge with which organizations must wrestle on their Digital Transformation journey: how to create win-win scenarios for one’s customers. The article asks, “Who really owns a John Deere? Is it the farmer who pays $800,000 for it, or the company that won’t let the farmer…
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