Chapter 10. Challenge the Concepts of the Enterprise

Challenge the Concepts of the Enterprise

I remember being asked to identify the core business of a well-known international fast-food chain. I shrugged my shoulders and gave an answer that seemed blindingly obvious – "fast food". My friend smiled and corrected my wrong perception, claiming their business model actually centered on real estate. They bought commercial property, developed it, and rented it out to tenants. The fast food franchise was merely a way of ensuring their tenants had a good income so that they could, in turn, pay a good rent.

That story demonstrates that the public's view of one enterprise may be vastly different ...

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