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For decades, consumers and businesses have joined clubs, bought products and accessed services using a subscription model. But it has only been in recent years that the model has been transformed and perfected through massive changes in technology. Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a management consulting firm, as well as the author of the bestselling book The Membership Economy. Her new book The Forever Transaction was released in April of this year. Her clients have included large organizations like Netflix, the Wall Street Journal, and Microsoft, as well a
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