A quest called tribe: customer service in the changing marketing landscape

Nick Jefferson

This article looks at how global brands should be appealing to wealthy consumers who continually migrate around the globe.

Every now and then, you read something and think: 'I wish I'd written that.' It happened to me twice in April. And both pieces, broadly speaking, dealt with the same topic.

The first was Parag Khanna's brilliant feature, 'The Great Migration', in the last issue of this magazine (Market Leader Q2 2017). If you haven't yet got to it, stop reading this and go and read it now. Really.

This truly excellent treatise on the rise of what Khanna calls the "Independent Republic of the Supply Chain – global citizens whose identity is tied into their journey, rather...

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