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More from these authors This article is adapted from "Mobilizing Minds: Creating Wealth from Talent in the 21st-Century Organization," a book by McKinsey partners Lowell Bryan and Claudia Joyce. These Quarterly articles are also based on their research:
Better strategy through organizational designMaking a market in knowledgeStrategy in an era of global giantsThe new metrics of corporate performance: Profit per employeeThe 21st-century organization
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The Web is the most measurable medium in the history of marketing. Now all that’s left is figuring out how to measure it.
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