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The Incumbent's Advantage
MacMillan, Ian C.; Selden, LarryArticle HBS-R0810H-EStrategyThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. If you run a big company, you might think it's nearly impossible to grow profits organically. Think again, say MacMillan, of the University of Pennsylvania's Wharton School, and Selden, of Columbia Business School. Locked inside your firm's customer records is a we...Starting at €8.20
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La ventaja del líder de mercado
MacMillan, Ian C.; Selden, LarryArticle HBS-R0810HStrategyEste artículo incluye una vista previa de una página que resume rápidamente las ideas clave y proporciona una visión general de cómo los conceptos funcionan en la práctica, junto con sugerencias para la lectura adicional. Si ejecuta una empresa grande, se podría pensar que es casi imposible hacer crecer las ganancias de forma orgánica. Piense otra vez, decir MacMillan, de la Universidad de la Escuela Wharton de Pennsylvania, y Selden, de la Colum...Starting at €8.20
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Change with Your Customers - and Win Big
MacMillan, Ian C.; Selden, LarryArticle HBS-F0812B-EService and Operations ManagementDownturns naturally reshape customers' needs. While competitors mindlessly cut costs, you should divide your customer base into new segments, whose emerging needs you can serve - and invest in - profitably. You'll increase market share and market capitalization.Starting at €8.20
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Change with Your Customers - and Win Big (Spanish version)
MacMillan, Ian C.; Selden, LarryArticle HBS-F0812BService and Operations ManagementDownturns naturally reshape customers' needs. While competitors mindlessly cut costs, you should divide your customer base into new segments, whose emerging needs you can serve - and invest in - profitably. You'll increase market share and market capitalization.Starting at €8.20