Find your customer's point of thirst, says Professor Niraj Dawar

Ivey Professor Niraj Dawar talks to the Financial Post about why businesses must become more customer-friendly in order to succeed in the 21st century.

“In many industries today, upstream activities — such as sourcing, production and logistics — are being commoditized or outsourced, while downstream activities aimed at reducing customers’ costs and risks are emerging as the drivers of value creation.” Dawar said.