The answer is through functional integration. Some of theworld's most highly valued companies—including Amazon, Appleand Google—have harnessed this new business model to buildhighly interactive ecosystems of interrelated products and digitalservices, gaining new levels of customer engagement. Functionalintegration offers forward-looking brands a unique competitive edgeby using transformative digital technologies to deliver high-valuecustomer experiences, generate repeat business, and unlocklucrative new business-to-business revenue streams.
Connected By Design is the first book to show businessleaders and marketers exactly how to use functional integration toachieve transformative growth within any type of company. Based onR/GA's pioneering work with firms at the forefront of functionalintegration, Barry Wacksman and Chris Stutzman identify sevenprinciples companies must follow in order to create and deliver newvalue for customers and capture new revenues. Connected ByDesign explains how functional integration drove thetransformation of market-leading companies as diverse as Nike,General Motors, McCormick & Co., and Activision to establishauthentic brand relationships with their customers, enter newcategories, and develop new sources of income. With Connected byDesign, any company can leverage technological disruption toredefine its mission and foster greater brand loyalty andengagement.