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X R D S • s u m m e r 2 0 1 2 • V o l . 1 8 • N o .4 back automizers: Companies like dropbox and Pandora that provide a convenience to customers. social transformers: Companies like okCupid and Foursquare that create new ways for people to interact. integrators: Companies such as HubSpot and PBWorks that bring innovations from the Internet, like wikis, to the business world. Challengers: Companies like oracle and