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Corporate Communication by Michael B. Goodman

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CHAPTER 8

Research and Resources

The commercial landscape is littered with companies that grew, thrived, matured, withered, and died. Sustainable companies pass on the ability to thrive and survive. They nurture the capability of their professionals not only to see the future, to understand what it means, and to be unafraid of it, but also to adapt and change to meet it.

Individuals and companies that sustain themselves have the capacity to adapt and to change to meet new and unforeseen challenges. They have the ability to create a path where none existed. They have the ability to lead and “to see around the corner.” And if necessary, they can scrap current practices and start from scratch.

Adaptation to the forces that are shaping contemporary ...

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