4Business Cases that Make Sense

The true speculator is one who observes the future and acts before it occurs.Like a surgeon, he must be able to search through a mass of complex andcontradictory details to the significant facts. Then, like the surgeon,he must be able to operate coldly, clearly, and skillfullyon the basis of the facts before him.

—Bernard Baruch [1957]


This chapter introduces you to the case studies that follow in Chapters 5 through 8. It sets the stage and provides you with the necessary background information you need to understand what the case studies are all about.

The business planning process outlined in Chapter 2 (see ...

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