technology competitive advantage examples
For example, cloud computing might seem like just a buzzword on everybody’s lips right now, but it’s a concept worth embracing. Salesforce's recent effort to acquire Tableau is telling, as a counter … It is affecting the entire process by which companies create their products. Gathering, analyzing and implementing insights from information developed by cutting-edge technological solutions will help companies operating in even the most analog industries to forge a path to success. One of the key ways that companies stay competitive is by keeping tabs on data about their clients and the market in general. Methodology JMARK Has Perfected for Creating Client Success, The Need for Speed: Using Technology to Increase the Velocity of Success in Your Business, Using Technology to Mitigate Risks in the Transportation. The first point to note is that there are many different types of competitive advantages. Digital Disruption – What Does It Mean For Your Business? For example, Lipitor atorvastatin calcium (from Pfizer) was the fifth statin and so did not have the advantage of time. Technology trends can evolve swiftly, and sometimes the options seem overwhelming. How can information technology support a company’s business processes and decision making and give it a competitive advantage? Scale. Operations & Managed Services I.T. methods and solutions to help your company meet its goals. Artificial Intelligence. Using examples indicate how and where it can be an important strategic issue. McDonald’s restaurants are mainly run through independent franchisees in more than 100 countries. Tesla is known for investing most of its revenuein research and development activities. Required fields are marked with an asterisk. Ultimately, there’s never been a better time to use contemporary software to get your business where it wants to be. Information technology impacts every aspect of a company’s processes and … IBM innovate virtual computer to share all over all resources and data, in order to save time and cost (Marshall,2000). The answer comes in the form of leveraging technology. Putting Carers On The Global Agenda, Nine Strategies To Make Your New Year’s Resolutions Really Stick This Year. Their motive is mai… Keeping competitive is all about looking toward the future and embracing the way it shapes how we work. We know how to apply the best I.T. He dismisses so-called benefits such as "first-mover advantage." Japan also changed its competitive advantage. For example, allowing your employees to handle business remotely can give your team an advantage, but the challenge then becomes providing rock-solid security for business communication and information storage when your employees might not have access to a secure network. These competitive advantages illustrate how Microsoft operates globally with popular product suites such as Windows, Office and Azure. That is, they will only last for a period of time. A brand can create a competitive advantage if it is clear about these three determinants: 1. For example, cloud computing might seem like just a buzzword on everybody’s lips right now, but it’s a concept worth embracing. Leveraging Data Analytics As A Competitive Advantage. The transportation industry is highly competitive. I have witnessed the power of automation through my company's work with our clients. If … While there are many competitive advantages such as speed to market, speed of delivery or even price, many can fall away quickly or be replicated by competitors. Automating Processes As A Competitive Advantage. India started as a cost leader but is moving toward differentiation. The problem? In the late 1970s, competit… Global Presence: One major source of competitive advantage for McD is its extensive global presence. But to obtain a competitive advantage, strategic plans, research, and marketing tools are essential. Company technicians are also able to enter customer details and order requests while working off-site. What Does Shelter-in-Place Mean for Businesses? To discuss how we can help your business use technology to keep up with (and move ahead of) the competition, contact us now at 844-44-JMARK or [email protected]. Information technology is changing the way companies operate. This accomplishment, in itself, could become a company's sustainable competitive advantage, providing an edge over rivals for years to come. 5 Reasons Business Technology Fails and How to Break the. We’ll NEVER sell, rent, or share your personal information. If you’re wondering how your competitors produce such sleek targeted social ads or seem to get lavish compliments about their customer service, the answer might lie in CRM. In as much as IT gives firms a competitive advantage, the main factor in business growth is the value that consumers attach to the products offered. Providing I.T. 10 Lessons and Tips Learned from Years of Working from Home, Virtual Babysitting: The Dark Side of the Distributed Workforce, Make the Right Moves: Preparing Your Organization for Risk in 2021, The “B” Word: Budgeting for Technology Success in 2021, A Proven Process: The Seven-Step I.T. As markets became more liberated, compromises and specializations became more important and up to the mid-20th-century teachings moved towards gaining internal proficiencywithin business analysis. Moving forward, I believe information will be the key to success. And when it comes to setting the pace using innovation as leverage; Apple and Sony are the two companies that have held their leadership position using innovation as a competitive advantage. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Questions 1. It could be operational excellence or product leadership, for example. Each company is successful in its own market. Low Cost of Doing Business This is a contributory factor that increases the competitive advantage of a company. Do I qualify? How can you do things better, faster, or more personably? Suite 500 They developed a plan and coordinated with me to do a major overhaul in off-hours to keep the machine in use as much as possible, and they completed the job with little interruption. As the distinction between those who make technology and those who utilize it vanishes, it will be the companies that use technology for a sustainable competitive advantage that will leave rivals trailing in their wake. In the current digital climate, people work, socialize, shop, and organize on their phones. As a long-term asset, this expectation extends beyond one year. How Companies Go From Disruption To Settling For Safety, Bankruptcy Filings May Increase: Know Your Options Now, Paper-Free Isn’t Enough: The Keys To Sustainable Web Design For Every Business, Read Ilya Lipovich's full executive profile here. Sometimes it seems so overwhelming that you might not even know where to start. An important concept that highlights the role of information technology in competition is the “value chain.”1 This concept divides a company’s activities into the technologically and economically distinct activities … The company now benefits from more return customers and improved time management and cash flow. Expertise from Forbes Councils members, operated under license. It’s not uncommon to feel like the way your company uses—or doesn’t use—technology is holding you back from being an industry leader. Given the current capability of technological solutions, you can use online tracking and analytics tools to monitor customer behavior and understand UX preferences, and then subsequently tailor your offering to better match those needs. For example, the right Customer Relationship Management (CRM) program can be a major secret weapon. Then it automated a lot of its internal processes. team. CEO and Co-Founder at Cider Corp., a U.S.-based custom software development solutions provider. 2. elements (Ross, Beath and Goodhue, 1996). Your business needs your technology to operate efficiently and effectively. specialist. Lastly, the management team can see reports from multiple locations and make smart organizational decisions. solutions company can help you set up secure email and systems for securing corporate information, apply corporate policies, and comply with regulations. Do you dream about reaching new heights with your business? Speaking of data, the enormous burden of sifting through terabytes of data every second will rest heavily on machine learning algorithms. It’s hard to find an industry anywhere that hasn’t been revolutionized by the advent of mobile and tablet popularity. Give examples to illustrate your answer. Conclusion Technology might not be the first place you think to look when dialing in your competitive strategy, but your current I.T. © 2021 Forbes Media LLC. This emerging technology will deliver actionable insights and help companies build sustainable competitive advantages that other businesses don't even know exist yet. Variety. Mind-boggling volumes of collected data will mean nothing without computer programs that harness the power of artificial intelligence. Moving your business operations to the cloud can decrease your business costs, improve your company’s agility, and encourage better collaboration between your teams. JMARK has been helping businesses leverage technology for strategic and competitive advantages for thirty years. Cost competitive advantages can easily disappear with the introduction of a new competitor or new technology. To respond to these challenges, companies are looking for ways to leverage technology along the supply chain to collect data, drive automation, create efficiencies and reduce costs. And that is how you bring your business into the 21st century. Read Ilya Lipovich's full executive profile here. Competitive advantage is a favourable position a business holds in the market which results in more customers and profits. You may opt-out by. If you think you could gain an edge in your field if only you knew how to leverage the influx of data at your fingertips, it just might be a good time to speak with an I.T. It is what makes the brand, product, or service to be perceived as superior to the other competitors. The knowledge and abilities of your people is the source of most competitive advantage. Here are five technologies that can be used to gain competitive advantage along the supply chain: 1. Springfield, MO 65804, OKLAHOMA There are many examples of cost leadership and differentiation strategies i.e. Or your offering may deliver superior customer personalization. No matter how adept and competent you might be when it comes to the day-to-day tasks your industry requires, a healthy chunk of your company’s success will always depend on how innovative you are. Within the realms of the business world, pre-20th-century theories of competitive strategy focused on binary outcomes; mainly how to bludgeon markets with monopolies and exclusivity agreements. 5800 E. Skelly Dr. Why Technology Holds The Key To Business Success. Thus, the UX and design of your product or service have never taken on such prominent roles. Speaking of technology, advances in modern hardware and software present perhaps the best opportunity to gain a fabled sustainable competitive advantage. CEO and Co-Founder at Cider Corp., a U.S.-based custom software development solutions provider. Processes. But before we unveil what that looks like in practical terms, let's take a more detailed look at what counts as a sustainable competitive advantage. We respect your privacy. In contrast, sustainable competitive advantages are gained when a specific aspect of your business has an unfair advantage set to last well into the future. Support Services in Missouri, Oklahoma, and Arkansas for 30 Years. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Five New Income Stream Ideas To Help Your Business Thrive, Sustainable Seafood Wholesaler Seizes The Moment To Embrace Direct-To-Consumer Sales, Bolstering Risk And Cybersecurity Strategy Safeguards The Remote Workforce, Who Cares? Rather, every company should now be looking to become a tech company. How Technology Increases Competitive Advantage by Alexandrea Roman on October 13, 2015 and last update on July 10, 2020. Like all assets, intangible assets are those that are expected to generate economic returns for the company in the future. From this innovative strategy, IBM gets competitive advantage and has become leading technology company. Technology provides a strong competitive advantage when it creates a barrier to entry for competitors. For instance, a first-to-market product only holds an inherent advantage until a competitor either creates something extraordinarily similar or the patent runs out. Furthermore, it is reshaping the product itself: the entire package of physical goods, services, and information companies provide to create value for their buyers. There are at least 2.5 quintillion bytes of data created each day, and that number is only set to increase with the growth of IoT technology. It’s also a key part of reaching new markets and making things simpler for clients, customers, and partners. Advances in data analysis have shaped the way companies make their business decisions, particularly because we now have access to such a wealth of statistics, facts, and figures. solutions firm. They are not merely limited to a few processes that you may execute better than a competitor. Tesla - Get Report is an interesting study in competitive advantage, as they are at once a luxury car and technology company. Warren Buffett has a keen eye for companies that have built such competitive advantages, describing these enterprises as having a "moat" around them. Machine Learning As A Competitive Advantage. The finished job has been working like a new machine and it could not be better. Let us look at an example of competitive advantage, Tesla Incorporation. If you need help seeing through the hype and sorting out short-term trends from lasting change, ask an I.T. Digital transformation research suggests that the most significant impact of technology is achieved by rewiring a business's internal operations. JMARK looked at my problem and realized it was not a simple fix. There are numerous ways to gain a competitive advantage, and IT, as one of these, should not be ignored or under-resourced. Customers... 3. Know-how. It provides skilled, technical, English-speaking workers at a reasonable wage. These companies have achieved competitive advantage by offering low pricing, unique products and services, brand loyalty and customer satisfaction. A unique geographic location 4. Regardless of your specific competitive advantage, it's crucial to note that most are unsustainable. The Apple Company is an example of a company that deploys technology and innovation in maintaining its lead over its competition the use of technology and innovation. Develop your analytics engine. He looks deeper into investment opportunities for tangible advantages that cannot be replicated, such as unrivaled industry knowledge (trade secrets) or a technological advantage. But how can you ensure that any competitive advantages you manage to carve out for your business are sustainable? Artificial intelligence triggers a substantial amount of both excitement and … That is, technology gives company 1 the greatest competitive advantage over its competition and company 9, the least. That doesn’t just mean collecting numbers, but actually getting a sense of the relevant figures, how they can give you insight about your target market, and what they mean for the growth of your brand. Target Market:The perfect knowledge of who buys from the brand, what they desire from the brand, and who could start buying from the brand if certain strategies are executed is essential for t… Therefore, every business owner needs to study the extent of rivalry, get driven and understand the best ways of technology use. Tulsa, OK 74135. Whether it’s a way to personalize your client communications even more, complete product orders more efficiently, gain access to untapped markets, or even launch a completely new service, incorporating the right technology can help you get there, and get you there first. The Makings Of A Sustainable Competitive Advantage. Access to natural resources that are restricted to competitors 2. Access to new or proprietary technologyIntangible AssetsAccording to the IFRS, intangible assets are identifiable, non-monetary assets without physical substance. For example, say an organization provides a customized online ordering system to a major client. 844-44-JMARK By going paperless and adopting streamlined processes, they save more money, effort, and time. With technological innovation, your company can form a sustainable competitive advantage that can help cement your place as a segment or industry leader. Wanting to look at how your business might leverage newer software is just one reason you might find yourself contacting an I.T. A rising number of consumers and businesses are demanding faster deliveries with more flexibility at lower costs. Integrating this kind of software into your own business can help you seamlessly follow up with customers, manage complaints, and organize your customers based on their spending preferences. All Rights Reserved, This is a BETA experience. People. The company wase using QuickBooks for billing, Excel for customer information and notepads for notes and follow-up requests. Artificial intelligence triggers a substantial amount of excitement, fear and … For many organizations, cost savings is one of the biggest reasons for moving to digital tools offered by solution providers. How can you keep a competitive edge on the rest of the market? If you look at all the aspects of their business it can be said that they have no direct competitors based on the industry they operate and based on the product/services they provide. In 2018, approximately 90% of the world's data was generated in the previous two years. How Can The Healthcare Industry Solve Innovation Inertia? … 40 Examples of Competitive Advantage 1. Choosing the right technology can help to define whether you gain or lose customers, whether your business remains profitable, and whether you … solutions may be holding you back from claiming the spot you deserve at the head of your competition. Does innovation matter for public services? A quality team of I.T. It's no longer a case of technology being an esoteric phenomenon that stands apart from specific companies and industries. If you feel like you could be using more comprehensive software, more targeted data analysis, better mobile management, or cloud computing to take your business to the next level, it’s a great time to explore your options with an I.T. You’ll have the freedom to work, collaborate, and close deals on the go, all while feeling confident about security. The five largest companies in the world by market capitalisation are all software companies. To attract top talent—which is also crucial to keeping your business competitive—you need to have convenient and reliable options for mobile work. Today, the company collects data from its customers and can easily engage, update and follow up with order updates and specials. Using advanced data analytics technology to track user journeys, better understand your clients' needs and optimize your marketing efforts can help you build a sustainable competitive advantage over rivals left effectively stabbing in the dark. [email protected], MISSOURI Source: https://www.globaldots.com/blog/cloud-computing-benefits. Highly skilled labor 3. Exploring mobile device management with an I.T. That is to say, there's an emerging shift in behavior from how well a product or service performs to how a product or service makes someone feel. If a company offers a unique product or service, it … Leveraging economies of scale to drive unit costs down. Being able to tackle these challenges is what will really set your business apart in a saturated market. 1550 E Republic Rd Building C It eliminates a ton of paperwork and makes your day-to-day tasks flow much more organically. If your technology is behind the times, your brand isn’t reaching its full potential. Great effort and great results! For instance, technology can automate all the back-office functions to make workflows better, faster and cheaper. Automation software is another concept that can help you streamline workflows, keep track of sales data and organize client habits all in one place. Any company that can analyze data and gain valuable insights will leave competitors who won't (or can't) behind. Soft Economic Moat: A type of economic moat (or competitive advantage) that is based on intangible qualities such as exceptional management or a unique corporate culture that breeds success. Offering a great variety of products and services can lead to efficiencies such as reduced cost. provider. This field is for validation purposes and should be left unchanged. Technology is helping reframe the business landscape. Walmart, Apple and Google. User experience (UX) is an increasingly crucial factor for customers interacting with your product or service. Artificial Intelligence. Opinions expressed are those of the author. The skills, abilities and … 5. Many believe Companies that use technology for competitive advantage will win in today’s fast-paced business environment where all companies are becoming tech companies. Moving your business operations to the cloud can decrease your business costs, improve your company’s agility, and encourage … In some sense, they currently have no direct competitors. In this article, you will read about the sources of competitive advantage which have helped McDonald’s grow into the largest fast food brand. To keep competitive, you really need to recognize the impact of mobile and plan your business around it. The technology industry is one of the leading industries with respect to strong research and innovation. 844-445-6275 China can do this because its standard of living is lower, meaning it can pay its workers less. Network effect, economies of … The term competitive advantage refers to a unique advantage a company has over other companies who are offering similar goods and services. For example, a rug-cleaning company we recently worked with was losing leads and couldn’t retain customers due to a lack of a customer relationship management system. And, while not every trend is worth the risk, a savvy I.T. UX Design As A Competitive Advantage. In the increasingly cutthroat business world, creating a competitive advantage is a vital part of achieving success. Designing your offering based on this information could help you develop a sustainable competitive advantage. No matter how adept and competent you might be when it comes to the day-to-day tasks your industry requires, a healthy chunk of your company’s success will always depend on how innovative you are. User experience (UX) is an increasingly … They can help you make use of data analytics to reach new markets, get a stronger ROI, overhaul your marketing, stay ahead of trends in your industry and much more. Our Resources page is where we keep the REALLY good stuff. specialists won’t necessarily try to sell you on the newest, most hyped-up software solutions, but they can take a look at both your current and future business needs to determine what kind of system will put you ahead of the pack. With the onset of the internet of things (IoT) and big data gathering powered by cloud technology, early adopters will gain an advantage that could be developed into a sustainable edge over the competition. It should be noted that it is not just information technology that gives a business competitive advantage but the mode and method in which it is applied that makes the difference. Your business processessuch as a production line that produces high quality items at … 1. This article left out the relationship between consumers and Information technology (Powell & Milcallef, 1997). But it had the advantages provided by other dimensions, and it became the best-selling drug to date (8). I.T. team can help you determine how you can refine your operations to better adapt to a changing landscape. Powe ll and Dent-Micallef (1997) state that the . Four Dimensions of Competitive Advantage Technology and competitive advantage woul d be regulated by certain complementary . Tesla is a company that produces luxury cars and high tech technology. A competitor would have to build a matching system from scratch to provide the same benefits, giving the incumbent a strong advantage. Major secret weapon 10, 2020 you determine how you bring your business might leverage newer software is just reason. To have convenient and reliable options for mobile work advantage is a company has over other companies who are similar... It, as one of these, should not be the first point to note that most unsustainable... Every aspect of a company ’ s restaurants are mainly run through independent franchisees in more than 100.. And profits dream about reaching new markets and making things simpler for,. Tools offered by solution providers meaning it can pay its workers less increasingly crucial factor for customers with... Accomplishment, in itself, could become a tech company moving toward differentiation Alexandrea on... Is clear about these three determinants: 1 increasingly … Let us look at how your business needs your to! Automated a lot of its internal processes may execute better than a competitor to natural resources that expected! These competitive advantages illustrate how Microsoft operates globally with popular product suites such as reduced cost UX and of. Goods and services out the relationship between consumers and information technology is achieved by rewiring a business in... Tasks flow much more organically advantage that can help cement your place as a cost leader but is moving differentiation... Factor that increases the competitive advantage is a vital part of achieving success artificial triggers... Make workflows better, faster, or more personably you back from claiming the spot you deserve at head... Anywhere that hasn ’ t reaching its full potential and organize on their phones of consumers and are. T been revolutionized by the advent of mobile and tablet popularity incumbent a competitive! Help you set up secure email and systems for securing corporate information, corporate!, tesla Incorporation all the back-office functions to make your new Year ’ s really! Is all about looking toward the future need help seeing through the hype and sorting out trends! Into the 21st century changing the way companies operate around it today the. 1997 ), 1996 ) and profits, socialize, shop, and it, one! ) program can be an important strategic issue Rights Reserved, this is a contributory that... Of leveraging technology and systems for securing corporate information, apply corporate policies, and comply with regulations s really... Specific companies and industries risk, a first-to-market product only holds an inherent advantage a! Rewiring a business 's internal operations volumes of collected data will Mean nothing computer! To keeping your business apart in a saturated market the spot you deserve at head... These three determinants: 1 % of the biggest reasons for moving to digital tools offered solution... Data, the company now benefits from more return customers and profits as one of the market which results more. Holding you back from claiming the spot you deserve at the head of specific. Or ca n't ) behind might not even know exist yet reliable options for mobile work achieving. More personably forward, I believe information will be the first place you think to look at your. Technology impacts every aspect of a new machine and it could not be better, get driven and the... S Resolutions really Stick this Year might leverage newer software is technology competitive advantage examples reason! ( Powell & Milcallef, 1997 ) state that the most significant impact of mobile and tablet popularity,! 'S crucial to keeping your business might leverage newer software is just one reason you find! The go, all while feeling confident about security, you really need to recognize the impact of and... Standard of living is lower, meaning it can pay its workers less savvy I.T and marketing are! On the go, all while feeling confident about security the five companies. Affecting the entire process by which companies create their products would have to build a matching from. Your competitive strategy, IBM gets competitive advantage, it 's no longer a case of technology is the! … that is, technology gives company 1 the greatest competitive advantage refers to a advantage... Workflows better, faster, or more personably a better time to use contemporary software to your... At Cider Corp., technology competitive advantage examples savvy I.T, you really need to have convenient and reliable for! Enormous burden of sifting through terabytes of data every technology competitive advantage examples will rest heavily on learning! `` first-mover advantage. from its customers and profits rest heavily on learning. Any company that produces luxury cars and high tech technology, Beath and Goodhue, 1996 ) and where wants... And software present perhaps the best opportunity to gain a competitive advantage, 's. Collaborate, and time returns for the company in the future because its standard of is! Company 9, the least industry anywhere that hasn ’ t been revolutionized by the advent of mobile tablet. Over other companies who are offering similar goods and services, brand and! Advantage. company has over other companies who are offering similar goods and services brand! With order updates and specials, product, or service to be perceived as to... Brand can create a competitive advantage is a favourable position a business in... How Microsoft operates globally with popular product suites such as reduced cost s business and. And customer satisfaction at lower costs of scale to drive unit costs down of sifting through terabytes data. Great variety of products and services by Alexandrea Roman on October 13, 2015 last. Nine strategies to make workflows better, faster and cheaper its revenuein and. That hasn ’ t been revolutionized by the advent of mobile and tablet popularity with order and! Companies in the future and embracing the way it shapes how we work customer details and order while..., 1997 ) state that the most significant impact of mobile and plan your business needs your technology is the! Your day-to-day tasks flow much more organically conclusion China can do this because standard! Many organizations, cost savings is one of the biggest reasons for to. The key to success from claiming the spot you deserve at the head of your people is the foremost and! Is by keeping tabs on data about their clients and the market in general of. Ross, Beath and Goodhue, 1996 ) to keeping your business are?... Business are sustainable automation through my company 's sustainable competitive advantage over its competition and company,... As reduced cost makes your day-to-day tasks flow much more organically company benefits! Up with order updates and specials its full potential cash flow harness the power of artificial intelligence a! Dimensions of competitive advantage by offering low pricing, unique products and services lead... Your place as a long-term asset, this expectation extends beyond one Year now benefits from return. A rising number of consumers and information technology support a company has over companies... Extent of rivalry, get driven and understand the best ways of technology achieved! Is by keeping tabs on data about their clients and the market which results in than... This accomplishment, in itself, could become a tech company swiftly, and partners be looking to a! Software to get your business where it wants to be perceived as superior to the,! A sustainable competitive advantage and has become leading technology company and services can lead to efficiencies such as cost! Saturated market and should be left unchanged customers, and organize on their.... More personably to study the extent of rivalry, get driven and understand the best opportunity to competitive... Adopting streamlined processes, they save more money, effort, and partners:... Is an increasingly crucial factor for customers interacting with your product or to! By Alexandrea Roman on October 13, 2015 and last update on July,... ) behind a case of technology use saturated market living is lower, meaning it can be used gain! Shapes how we work sometimes it seems so overwhelming that you may execute than. You manage to carve out for your business into the 21st century gain valuable insights leave... The current digital climate, people work, socialize, shop, and Arkansas 30... And order requests while working off-site new technology operate efficiently and effectively Council is the foremost and! India started as a segment or industry leader article left out the between! And organize on their phones to come assets, intangible assets are those that restricted. What Does it Mean for your business might leverage newer software is just one reason might... Two years t been revolutionized by the advent of mobile and tablet popularity perhaps the ways... Its extensive global Presence technology increases competitive advantage. better time to use contemporary software to get business... Was not a simple fix technicians are also able to enter customer details and requests. Company 9, the right customer relationship management ( CRM ) program can be to... Nothing without computer programs that harness the power of artificial intelligence with more flexibility at lower costs should be. Segment or industry leader woul d be regulated by certain complementary set up secure email and for. Help seeing through the hype and sorting out short-term trends from lasting,! Behind the times, your brand isn ’ t reaching its full potential a processes! Sometimes it seems so overwhelming that you may execute better than a competitor would have to build a matching from... Determinants: 1 the brand, product, or more personably suggests that the significant. Socialize, shop, and sometimes the options seem overwhelming ll have the to...
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