Integration doesn't work. Its been tried for years in many companies and it takes years to achieve. When I was with a Top Ten Ad Agency's Integrated Marketing Division our offices adjoined and were inside the mother ships offices. Did the Account Teams work together? No.
The ad agency's clients went to competitors for sales promotion and direct marketing and our so called sister agency did nothing to aim them in our direction.
In hospitals the idea of integrated healthcare via a network of doctors has been around for years, but doctors still refer patients to the providers they know best, regardless of network if the patient has the right insurance, a PPO vs. an HMO.
The list of supposedly well thought out integrated businesses and applications goes on and on and on.
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