Synopsis
In most mature businesses, new technologies and new marketing approaches can only achieve a temporary competitive edge because they are quickly copied by rivals. A company's real competitive advantage lies in building a flexible organization which is able to respond quickly to the changing business environment. This collection of real-life experiences has been selected to show how companies of all types have tackled these issues. Top managers tell in their own words how they have handled organizational change in household name companies. Contributors include: Charles Allen (Chief Executive Granada TV), George Medley (Director WWF), Sir Malcolm Field and Dr Kevin Hawkins (WH Smith).
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