"The eyes light up and click. It happens -- 'I didn't know you had this.'" Jenny Johnson is the executive director of marketing for the Online Computer Library Center.

VOA: special.2011.07.11

They need to acquire a far wider range of competencies, such as computer skills, marketing, accounting and filling in tax returns.

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Siilasmaa launched his firm in 1988 fresh from the University of Helsinki, where he studied economics, global marketing and computer science.

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Formerly in marketing at Apple Computer, she has found similar work at Elemental Software in the San Diego area.

FORBES: Paradigm shift