Chapter 17
Exploring Strategies for Growth
IN THIS CHAPTER
Seeing why market share matters
Recognising the value in brands
Discovering ways to sell more
Getting into alliances
Looking at franchising your business
If you thought it was hard work getting your business off the ground, ‘you ain’t seen nothing yet’. In periods when economic growth is strong, it may be possible to increase sales without too much effort, being swept along on a benevolent tide. But that route to increasing sales won’t help a business to outperform its competitors or to increase market share, which is vital if a business is to achieve superior long-term performance. Nor will going with the flow be a great success if the economy is experiencing a downturn. In this chapter, I tell you why growth is vital to maintain a firm’s competitive edge.
Also, without growth you can’t provide opportunities for development and advancement for the staff you took so much care in recruiting (I cover recruitment in Chapter ...
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