Posits that all industries fall into three categories: the rule makers (e.g., IBM and Coca‐Cola) the rule takers (e.g., Fujitsu and McDonnell Douglas) and the rule breakers (e.g., IKEA, The Body Shop, Swatch and Southwest Airlines). Proposes ten principles that can help companies release ideas for the future and lists these with full explanations. Highlights, in a box, three areas in which opportunities for revolution arise: the offering; the market; and industry boundaries. Concludes that participating in the process of creating strategy helps to inspire people to implement it.
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