Chapter 2. The Bright Side of the I*Dimension

Think of companies as diverse as IKEA, The Body Shop, Bang & Olufsen, Harley-Davidson, Southwest Airlines, Starbucks, Ben & Jerry’s, McKinsey, W.L. Gore, and Toyota. All operate in intensely competitive markets through increasingly commoditized products or services. Yet all are enduring global leaders in their respective industries. Unsurprisingly, these companies, and many others that share the same attributes, have generated a great amount of interest among managers, consultants, journalists, and management researchers. The “secret” of their enduring market leadership and economic performance has been explored in hundreds of books, articles, and case studies. This activity has created a “market” ...

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