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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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53. Growth Strategies

With very few exceptions, every company wants year-over-year growth that is realized through increases in sales and market share. If the goal is rapid growth, it is best achieved through a strategy such as the acquisition of another company. Organic growth is upward business growth achieved incrementally with the successful execution of selling more products, establishing new target markets, or expanding geographical reach. Businesses that pursue organic growth are usually established companies in a mature market, or businesses that desire slower growth for a number of good reasons such as access to capital.

Exponential growth is a harder strategy to execute and takes focus. If your goal is to achieve rapid growth, consider ...

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