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Beyond the Core: Expand Your Market Without Abandoning Your Roots by Chris Zook

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1

The Growth Crisis

Dangerous Moves Beyond the Core

Like an interminable tennis rally on the red clay of nearby Roland Garros, the verbal volleys flew across the table in the warm and crowded boardroom late that Paris afternoon. Back and forth went the heated argument about the new growth opportunity. Yes, the market research did show that the market could be enormous. But some tough competitors had already entered, so was it already too late? Yes, the finance department had documented a large profit gap that needed to be filled to meet investor promises. But was this really the most prudent place to make the big bet? Yes, the enthusiastic team was ready to launch the initiative. But had the members grown too close to it and lost their objectivity? ...

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