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 According to marketing professional Jana Barrett in the article “Why Customer Experience is the New Competitive Advantage,” a fourth strategy for developing a competitive advantage exists: design of customer experience. Whether you sell products or services, design of how customers interact with and use your offering can set apart your brand from competitors.

  • Do you agree with Barrett’s position that design of the customer experience can be the basis of a competitive advantage that is distinct from operational excellence, product leadership, and customer intimacy? Explain your position.

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