1. As stated in this week's reading, "Whether a company grows, survives, and makes a profit could depend upon how their products or services are defined." What does this statement mean to a company or to consumer perception?

2. Selden and McMillan, in "Manage Customer-Centric Innovation Systematically," contend that customer-centric innovation will better sustain a company. Using your own experience and other resources, do you agree? Provide examples and supporting evidence from multiple sources to support your position.