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Publisher's Summary

Roger Martin, dean of the Rotman School of Management at the University of Toronto, reports on the evidence that suggests shareholders actually do better when firms put the customer first � rather than trying to maximizing shareholder value.

This article was first published in the January/February 2010 Special Double-Issue of Harvard Business Review.

©2010 by the President and Fellows of Harvard College, All Rights Reserved (P)2010 Audible Inc.

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