It becomes a real challenge to rapidly sense and respond to changes across the various remote locations.

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"Once a story is out there, denying it becomes a real problem for the victim of the smear, " commented Prof Greenslade.

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"It becomes a real cash flow problem for a business, " says Bill Rys, tax counsel for the National Federation of Independent Business.

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As he describes it, culture starts at the top and becomes real in the behaviors of the people on the front line.

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The real problem becomes visible when you look at it from the other direction.

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"It's important to make visitors feel part of the fantasy and then the fantasy becomes real instead of a gimmick, " says Howard Wolff, vice president of WATG, design consultant to the project.

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When they meet in this space it becomes a sort of artificial fantasy space and some gamers are very resistant to any attempts to introduce the real world.

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Identifying the real drivers of loyalty is an interesting exercise for marketers because once you know what they are it becomes difficult not to understand how one brand ends up more loyal customers (and sales and profits) than another.

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