---
id: "entity-zs"
type: "entity"
entityType: "organization"
canonicalName: "ZS"
aliases: ["ZS Associates"]
source_timestamps: ["§ Readers Also Viewed These Items"]
tags: ["professional-services", "consulting"]
related: ["entity-prabhakant-sinha", "entity-arun-shastri", "entity-sally-lorimer", "entity-saby-mitra"]
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-new-31-tailor-digital-strategy-customer"
sourceUrl: "https://hbr.org/2026/06/tailor-your-digital-strategy-to-reach-every-customer"
sourceTitle: "Tailor Your Digital Strategy to Reach Every Customer"
---
# ZS

A **global professional-services firm** where all four authors of the source hold leadership or principal roles: [[entity-prabhakant-sinha]], [[entity-arun-shastri]], [[entity-sally-lorimer]], and [[entity-saby-mitra]].

The firm specializes in **sales management, AI practice, and digital customer experience** (and, more broadly, marketing and life-sciences consulting) — the professional lens from which this article's argument about commercial-model design and digital governance is written.

> **Enrichment:** ZS's identification as the employer/affiliation of the named authors is consistent with ZS's public positioning, though the provided results do not include ZS's own site. Canonical reference: ZS corporate site (not in the enrichment results).