Dr. Saini will show how businesses will be effective by using a market-based approach to: uncover unserved and underserved customer needs, develop customer acquisition and retention strategies that deliver loyalty, and create channels using cutting edge technologies to open and serve the new markets. A market-based approach is effective because it allows your business to organize around your customer needs (rather than products), encourages your employee culture to be responsive to changing customer desires and advocates tracking the most significant source of positive cash flow – your customer’s lifetime value.