"Technological change is inevitable. Our response to it is not. Organisations that thrive in the digital age are those that take control of their own destinies, harnessing digital technology to work for them." Ignoring tech development is not an option. Ravleen Beeston, head of Bing sales at Microsoft said this week in an upcoming podcast, "We rode the wave of our past and it didn’t do us any favours." She then added, after describing Microsoft’s turnaround, "you can’t shift strategy however unless you shift culture".

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