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Deciding between off-the-shelf and custom business applications? Think about your users

Do a simple Google search for “off the shelf vs. custom application” and you’ll find dozens of helpful and well-argued articles with convincing analyses of factors ranging from costs, features, and organizational and technical implications, to tax and legal considerations. Such articles can be useful as checklists to ensure you’ve done your due diligence when deciding how to approach the system or application you need. But one factor that is often given surprisingly little weight in the decision-making process (perhaps because it is difficult to quantify) is user experience.

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Deciding Between Off-the-shelf and Custom Business Applications?

Do you really need images?

Do you really need images?

You are not your customer

You are not your customer

You don’t need that “S”

You don't need that "S"

Marketing communication strategy as dinner party

Some dinner parties are hits. The food is good, everybody has fun, and before you know it, it’s late and time to go home. But then there are the duds – those painful evenings during which you’ve peeked at your watch under the tablecloth one too many times. So, what accounts for the difference? Just like a dinner party, the marketing pitch with its successful sale is an interaction between people.

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Marketing communication strategy as dinner party