Power shift : The rise of the consumer - focused enterprise in the digital age

several decades. Political reforms have expanded consumer choices, fueled the growth of the middle class around the globe, and created massive wealth. The digital revolution has empowered these same consumers, through access to information and to one another―anywhere, anytime. New technology has fueled disruptive innovation, even as an explosion of media has provided new opportunities for companies to reach global consumers. These changes have left many companies struggling to adapt to increasingly powerful consumers in global, unpredictable markets.1