Growth Strategy

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Is Viral Marketing a Myth?

That ideas can go viral is now a given in corporate marketing. But new research suggests the term “viral” marketing does not describe well what happens in the market.

Sharad Goel, senior researcher at Microsoft Research, and fellow researchers wanted to see whether messages spread via social networks virally, “like the common cold, some sort of biological contagion. One person gets infected and their friend gets infected and a friend of their friend gets infected.”
That wasn’t what Goel found.

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How to Identify the Best Customers for Your Business

It’s difficult to start a venture that gains traction with paying customers, but it’s even harder to grow beyond certain levels of sales. The original business model must deal with new products or markets. Early leadership behaviors are often no longer viable. Moreover, different customers come with different transaction costs for the seller. This article discusses the importance of customer selection and how intelligent opportunity management can help companies scale their selling initiatives.

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Building Your Company’s Capabilities Through Global Expansion

Today, the task of the global strategist involves not only identifying where to leverage a company’s strength but also how to enhance and renew its capabilities. The experience of many global companies suggests that expensive mistakes are often made when companies don’t ask key questions before making internationalization decisions. By better understanding their own competitive advantages and how they might fit into or complement a new market, companies can improve their chances of success.

Image courtesy of Amazon.

Creating Value Through Business Model Innovation

Companies are increasingly turning toward business model innovation as an alternative or complement to product or process innovation. Changes to business model design can be subtle; even when they might not have the potential to disrupt an industry, they can still yield important benefits to the innovator. The article offers a number of examples of business model innovation and poses six questions for executives to consider when thinking about business model innovation.

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Image courtesy of Kennametal.

How to Identify New Business Models

Companies traditionally pursue growth by investing heavily in product development so they can produce new and better offerings; by developing consumer insights so they can satisfy customers’ needs; or by making acquisitions and expanding into new markets. This article identifies a fourth method: “business model experimentation,” or using thought experiments to quickly and inexpensively examine new business model possibilities.

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Gaining a New Understanding of Risk

  • Blog
  • Read Time: 3 min 

In these days of uncertain markets – and an uncertain economy – risk can seem almost omnipresent. But how do you manage risk prudently – yet still grow your company? Harvard Business School professor Robert S. Kaplan began exploring risk management in the wake of the 2008 financial crisis, after he saw venerable firms such as Lehman Brothers and Bear Stearns collapse – despite having risk management functions. Here are a few of his insights on the topic of risk management.

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The Business Benefits of Social Responsibility

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  If a company is committed to addressing societal problems, can that benefit its business performance? Harvard Business School professor Rosabeth Moss Kanter thinks so. Kanter explained why, in an interview published recently in Business Insight, MIT Sloan Management Review's collaboration with The Wall Street Journal.

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Investing in a recession

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BusinessWeek this week highlights a number of companies that are pursuing growth despite the recession -- including Inditex (owner of clothing retailer Zara), Procter & Gamble, and small entrepreneurial businesses such as JustAnswer.

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Linking Customer Loyalty to Growth

In recent years, researchers have created a number of metrics to explain the connections between customer behavior and growth. But under the harsh reality of the marketplace, these efforts have generated more smoke than heat. Nevertheless, managers continue to search for insight into how customers feel – and how they will behave.

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Leadership in a Liquid World

Earlier this year, I participated in a panel discussion on “Leading in a Networked World” at the World Economic Forum in Davos, Switzerland, and made the point that leadership attention is perhaps the networked world’s most scarce resource.

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