Customer Intimacy Engineering Management Technology 
Harvard Business Review
JUNE 17, 2015
We have shifted from a competitive landscape in which companies are more exclusively focused on external forces affecting their industries and sectors, to one that has become significantly more customer-centric. Consider the battle waged by IBM’s software development teams between competing methods for getting closer to customers.
Harvard Business Review
APRIL 18, 2013
The biggest changes, not surprisingly, are in the marketing function, itself — the source of these new, more detailed customer insights. In a recent article , Sheridan described how he answered customers'' most common questions about fiberglass pools regarding prices, problems, and competitors. This transparency works both ways.
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