As companies seek ways to thrive in the face of constant change, a strong competency in response management can empower customer-focused companies to gain a unique competitive advantage. By outperforming on the basis of responsiveness, a company can turn the industry's No. 1 challenge into its area of strength.

About the Author: Randy Littleson is vice president, marketing, at the on-demand response management solutions provider Kinaxis. www.kinaxis.com.