1  We use the word ‘effect’ in the same way that it is used in the phrases ‘the Doppler effect’ or ‘the greenhouse effect’ – to describe a phenomenon. The book is called The Momentum Effect rather than simply Momentum to emphasize that momentum is first of all a phenomenon – something exceptional that occurs under specific conditions. For a further clarification of the terminology used, please refer to note 1 of Chapter 1.     While this book is the first to present a comprehensive investigation of the momentum effect in business strategy, the notion of ‘momentum’ has permeated all spheres of society. It originates in the physics of classical mechanics, where it is defined as the mass of an object multiplied by its velocity ...

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