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Stop investing in startups. Become their customer instead

  • Posted on May 28, 2026
  • By Fortune
  • 0 Views
  • 1 min read
Stop investing in startups. Become their customer instead
Stop investing in startups. Become their customer instead

BMW pioneered it in 2015. Bosch and Walmart followed. Now Wharton research shows why becoming a startup's customer — not its investor — may be the smartest corporate innovation move of the decade.
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Author
Fortune

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