Philip Morris: Building Best in Class Insights Capabilities – From “strategic insights partner” to “source of competitive advantage”

Phillip Morris International, a cigarette and tobacco manufacturing company, shares its journey towards making the continuous integration (CI) function a source of competitive advantage, the steps it undertook, and its impact.

Introduction

Today's consumers are more informed, thanks to easier access to information. The landscape of business also has undergone and is undergoing significant change, as companies enabled by technology are finding ways to tap into unmet consumer needs. Which in turn means ultimately consumers today are more discerning, as companies are stepping up their game continuously, and they can know about new products or services easily, and find faster and have cheaper alternatives.

As a consequence, it is even more important today to be consumer centric, and base business decisions keeping consumers at the core. This is not a new...

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