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Table of Contents
About the Author
Acknowledgments
Dedication
Preface
1
Setting the Stage: Technology and the Modern Enterprise
1.1
Tech’s Tectonic Shift: Radically Changing Business Landscapes
1.2
It’s Your Revolution
1.3
Geek Up—Tech Is Everywhere and You’ll Need It to Thrive
1.4
Hey, Manager—You'll Need to See beyond the Hype Cycle!
1.5
The Pages Ahead
2
Zara: Fast Fashion from Savvy Systems
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2.1
Introduction
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2.2
Don’t Guess, Gather Data—Make Small Batches of What Customers Want and Ship It Fast!
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2.3
Moving Forward
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3
Strategy and Technology: Concepts and Frameworks for Achieving Success
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3.1
Introduction
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3.2
Powerful Resources
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3.3
Barriers to Entry, Technology, and Timing
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3.4
Key Framework: The Five Forces of Industry Competitive Advantage
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4
FreshDirect: A Tech-Heavy Online Grocer Succeeds Where Others Fail
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4.1
Tech-Driven Strategic Positioning for Market Dominance
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4.2
The Model Moves Forward
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5
Netflix: Sustaining Leadership in an Epic Shift from Atoms to Bits
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5.1
Introduction
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5.2
Netflix versus the Competition: Big Players, Bold Plans, but It’s Getting Crowded
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5.3
Streaming to Win: Online Video and Competitive Advantage
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6
Moore’s Law and More: Fast/Cheap Computing and What This Means for the Manager
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6.1
Introduction
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6.2
The End of Moore’s Law? Not the End of Fast/Cheap Computing!
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6.3
The Power of Parallel: Supercomputing, Grids, Clusters, and Putting Smarts in the Cloud
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6.4
E-waste: The Dark Side of Moore’s Law
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6.5
Mickey’s Wearable: Disney’s MagicBand
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7
Disruptive Technologies: Understanding Giant Killers and Tactics to Avoid Extinction
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7.1
Understanding Truly Disruptive Innovation
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7.2
Recognizing and Responding to Disruptive Innovation
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7.3
Tech to Consider: Additive Manufacturing—Is 3D Printing Ready to Disrupt?
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7.4
Tech to Consider: Crypto, Blockchain, and DeFi—Cesspools of Scammers or Disruptive Technologies?
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8
Amazon: An Empire Stretching from Cardboard Box to Kindle to Cloud
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8.1
Introduction
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8.2
The Emperor of E-commerce
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8.3
The Lord of Logistics
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8.4
Reworking Brick-and-Mortar Retail: Failed Experiments but New AI-Fueled Tech
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8.5
Amazon’s Consumer Electronics (Kindle, Fire, Alexa) and Amazon as Publisher (Twitch, Print, Games, and Video)
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8.6
Amazon and the Cloud: From Personal Storage to AWS
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8.7
AI at Amazon: Powering the Firm and For Sale to Others
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8.8
Is Amazon Too Big?
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8.9
Shopify: A Decidedly Different E-commerce Player
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9
Shein and Temu: E-commerce Giants from Asia Grow Globally
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9.1
The Overnight Fashion Giant
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9.2
Shein: They've “Out Zara'ed Inditex”
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9.3
Big Challenges and Blistering Criticism: Will Shein’s Stellar Growth Continue?
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9.4
Shein’s Future: Global Expansion, Marketplaces, and Competitors
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10
Platforms, Network Effects, and Competing in a Winner-Take-All World
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10.1
Introduction
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10.2
Platforms Are Powerful, but Where Does All That Value Come From?
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10.3
One-Sided or Two-Sided Markets?
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10.4
How Are These Markets Different?
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10.5
Competing When Network Effects Matter
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10.6
The Apple Platform Cashes In on Banking
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10.7
The Zoom Boom—Big Guys Can Be Beat
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11
Social Media, Peer Production, and Leveraging the Crowd
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11.1
Introduction
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11.2
Blogs
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11.3
Wikis
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11.4
Social Networks
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11.5
X: The Death of Twitter or the Rise of a Super App?
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11.6
TikTok—the World’s Addiction
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11.7
Prediction Markets and the Wisdom of Crowds
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11.8
Crowdsourcing
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11.9
Get SMART: The Social Media Awareness and Response Team
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12
The Sharing Economy, Collaborative Consumption, and Efficient Markets through Tech
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12.1
Introduction
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12.2
Boom Times and Looming Challenges in the Sharing Economy
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12.3
Future Outlook: Established Players Get Collaborative
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12.4
Airbnb—Hey Stranger, Why Don’t You Stay at My Place?
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12.5
Uber's Wild Ride: Sharing Economy Startup Success, Flailing after a Fallen Founder, and a Profitable Comeback
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13
From Facebook to Meta: Platforms, Privacy, and Big Business from the Social Graph
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13.1
Introduction
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13.2
Features and Competitive Advantage of Facebook and Other Meta Services
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13.3
Meta Goes Mobile and Grows by Acquisition
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13.4
The Metaverse and Meta on Your Face—Billions in Losses, but Does a Big Payday Await?
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13.5
AI: Essential to Meta’s Success
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13.6
Lessons from Meta’s Platform Expansion: Big Growth, Bad Partners, APIs, and a Mobile Melee
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13.7
Move Fast and Break Things: Fumbles and Fake News
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14
Rent the Runway: Entrepreneurs Expanding an Industry by Blending Tech with Fashion
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14.1
Introduction
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14.2
Founding the Business: Are We On to Something?
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14.3
Subscription: Bigger than Rental
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14.4
Customer Engagement (Mobile, Social, and Physical Storefronts)
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14.5
Data
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14.6
Operations and Logistics
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14.7
Surviving and Thriving Post-Pandemic
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15
Understanding Software: A Primer for Managers
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15.1
Introduction
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15.2
Operating Systems
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15.3
Application Software: Apps, Desktop Products, and Enterprise Systems
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15.4
Distributed Computing, Web Services, and APIs: The Platform Builders
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15.5
Writing Software
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15.6
Software Development Methodologies: From Waning Waterfall to Ascending Agile, Plus a Sprint through Scrum
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15.7
Beyond the Price Tag: Total Cost of Ownership and the Cost of Tech Failure
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15.8
Software Centric Products Aren't Easy: VW's Electric Vehicle Woes
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16
Software in Flux: Open Source, Cloud, Virtualized, and App-Driven Shifts
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16.1
Introduction
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16.2
Open Source
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16.3
Why Open Source?
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16.4
Examples of Open Source Software
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16.5
Give It Away and Make Money: The Business of Open Source
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16.6
Defining Cloud Computing
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16.7
Software in the Cloud: Why Buy When You Can Rent?
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16.8
SaaS: Not without Risks
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16.9
Understanding Cloud Computing Service and Deployment Models: SaaS, PaaS, IaaS, and Public, Private, Hybrid Clouds
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16.10
Clouds and Tech Industry Impact
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16.11
Virtualization: Software That Makes One Computer Act Like Many
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16.12
Apps and App Stores: Further Disrupting the Software Industry on Smartphones, Tablets, and Beyond
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16.13
Make, Buy, or Rent
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17
Data and Competitive Advantage: Databases, Analytics, and Prepping Data for Use with AI
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17.1
Introduction
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17.2
Data, Information, and Knowledge
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17.3
Where Does Data Come From?
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17.4
Data Rich, Information Poor
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17.5
Data Warehouses, Data Marts, Data Lakes, and the Technology behind “Big Data”
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17.6
The Business Intelligence Toolkit
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17.7
Data Asset in Action: Technology and the Rise of Walmart
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18
Artificial Intelligence—the Tech Impacting Nearly Every Industry
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18.1
AI, Write My Intro
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18.2
Generative AI: Whoa—This Is Something Different!
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18.3
So How Does This Stuff Really Work? A Manager’s Guide to Understanding GenAI
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18.4
Generative AI: Changing Products and the Nature of Work Itself
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18.5
Understanding AI Risks
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18.6
It’s Not as Easy as the Press Might State: Technical, Organizational, Legal, and Societal Challenges of AI and Machine Learning
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18.7
Addressing AI Risks and Building More Responsible Technology
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18.8
AI as Your DJ—a Look at Spotify’s Magic
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19
Advertising Technologies: Balancing Personalization with Privacy as Technology and Regulation Evolve
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19.1
Understanding Online Advertising
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19.2
Web Tracking: The Cookie Crumbles and Ad Tech Evolves
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19.3
App Tracking: Apple and Facebook Go to War over In-App Tracking
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19.4
Device Profiling: From Geotargeting to Televisions That Watch You
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19.5
Privacy Regulation: A Moving Target
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19.6
Privacy, Data Protection, Governance, and Management Policies
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20
A Manager’s Guide to the Internet and Telecommunications
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20.1
Introduction
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20.2
Internet 101: Understanding How the Internet Works
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20.3
Getting Where You’re Going
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20.4
Last Mile: Faster Speed, Broader Access
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20.5
To Infinity and Beyond: SpaceX Starlink and the Awesome Power Wielded by Elon Musk's Firms
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21
Information Security: Barbarians at the Gateway (And Just about Everywhere Else)
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21.1
Introduction
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21.2
Why Is This Happening? Who Is Doing It? And What’s Their Motivation?
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21.3
Where Are Vulnerabilities? Understanding the Weaknesses
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21.4
Taking Action
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22
Google in Three Parts: Search, Online Advertising, and an Alphabet of Opportunity
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22.1
Introduction
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22.2
Understanding Search
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22.3
Search Advertising
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22.4
The Google Ad Network: Distribution beyond Search
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22.5
Generative AI and the Future of Search and Other Google Products
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22.6
Alphabet’s Multi-Front Battle
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A
Essential Skills for Excel
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A.1
Introduction and Using Formulas
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A.2
Basic Formatting and Understanding References
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A.3
Manipulating Sheets
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A.4
Freezing Panes, Sorting, and Using Filters
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A.5
Tables and Autofill
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A.6
Paste Special and Copy as Picture
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A.7
Column, Bar, Pie, Line, and Scatter Charts
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A.8
Functions Related to IF
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A.9
The VLOOKUP and HLOOKUP Functions
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A.10
Conditional Formatting
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A.11
Pivot Tables and Slicers
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A.12
Excel for Mac versus Excel for Windows
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A.13
Additional Exercise Starter Files
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