The next generation of in-house software development

In addition to buying software, most companies develop their own customized applications to support business needs.
But developing, deploying, and managing customized applications is ever more expensive, and revising them to meet evolving business needs can be time consuming.
Some companies are starting to develop and maintain customized applications by adopting the principles of packaged-software development: standardize to meet the greatest number of needs; write once and sell many times.
These companies are developing applications with reusable software components and turning maintenance and management processes into standardized "products" for internal use.

It’s hard for brand managers to keep pace with the shifting attitudes of Chinese consumers. But some trends can be discerned amid the noise.

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