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Marketbusters: 40 Strategic Moves That Drive Exceptional Business Growth by Ian C. Macmillan, Rita Gunther McGrath

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MARKETBUSTING STRATEGIES

THE FOCUS OF THIS BOOK—strategic growth—is one of the most vital, fascinating, and poorly understood of business processes. We spend most of our research energy trying to make it less mysterious and to help executives manage it more effectively. In our first book, The Entrepreneurial Mindset, we emphasized helping managers in large, established companies learn from the practices of habitual entrepreneurs—people who are in the habit of creating new businesses over and over again. We argued in that book that half the battle is using appropriate leadership disciplines—recognizing, for example, that new initiatives need to be managed more like options and less like established businesses.1 In the time since The Entrepreneurial ...

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