In the second decade of the 21^st century, despite heightened competition, scarcer resources, and more immediate and public ways to complain, the consumer is no longer "king".

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Despite these challenges, the consumer remains central to business strategies, with companies increasingly focusing on customer satisfaction, personalization, and engagement to stay competitive. The concept of the consumer being "king" reflects the importance of catering to consumer needs and preferences in the modern marketplace.

In the Second Decade of the 21st Century, Despite Heightened

In the Second Decade of the 21^st Century, Despite Heightened