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Creating an organizational culture which ensures that thoroughness and innovation go into developing the value proposition and communicating it throughout the organization, is not easy, but once the culture is right it is very difficult to for competitors to replicate it, and as such it becomes a source of sustainable competitive advantage. Cross-functional co-operation and company-wide involvement in steering the business towards appropriate goals can be obtained through well-considered and established procedures. Chapter 4 referred to the enormous potential in terms of information and insight contained within the organization itself, in its people, information systems and operational approaches that could be harnessed usefully in business development activities

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