The Unfair Advantage

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Publisher : St. Martin's Press
ISBN 13 : 1250280532
Total Pages : 193 pages
Book Rating : 4.2/5 (52 download)

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Book Synopsis The Unfair Advantage by : Ash Ali

Download or read book The Unfair Advantage written by Ash Ali and published by St. Martin's Press. This book was released on 2022-06-07 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: The winner of the UK's Business Book of the Year Award for 2021, this is a groundbreaking exposé of the myths behind startup success and a blueprint for harnessing the things that really matter. What is the difference between a startup that makes it, and one that crashes and burns? Behind every story of success is an unfair advantage. But an Unfair Advantage is not just about your parents' wealth or who you know: anyone can have one. An Unfair Advantage is the element that gives you an edge over your competition. This groundbreaking book shows how to identify your own Unfair Advantages and apply them to any project. Drawing on over two decades of hands-on experience, Ash Ali and Hasan Kubba offer a unique framework for assessing your external circumstances in addition to your internal strengths. Hard work and grit aren't enough, so they explore the importance of money, intelligence, location, education, expertise, status, and luck in the journey to success. From starting your company, to gaining traction, raising funds, and growth hacking, The Unfair Advantage helps you look at yourself and find the ingredients you didn't realize you already had, to succeed in the cut-throat world of business.

The Entrepreneur Advantage

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Publisher :
ISBN 13 : 9781737380047
Total Pages : 172 pages
Book Rating : 4.3/5 (8 download)

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Book Synopsis The Entrepreneur Advantage by : Elizabeth Miner

Download or read book The Entrepreneur Advantage written by Elizabeth Miner and published by . This book was released on 2021-08-02 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Entrepreneurship is a Marathon Every new venture is a thrill. With all the excitement, entrepreneurs who expect a sprint sometimes find themselves exhausted and overwhelmed. Elizabeth Miner shares ten tools to overcome the doubts, pitfalls, and fatigue that can torment even the most capable business owner. In this book: - Discover your own best methods for Decision-Makingand follow-through - Learn how to strengthen your position by identifying and building upon your personal Risk Profile - Boost your Self-Disciplineto move your business forward The Entrepreneur Advantage is a guide to anticipating pitfalls and roadblocks, to help you get past them and fulfill your business vision. Throughout her career as a corporate paralegal and global business coach, Elizabeth recognized distinct patterns in the success, and failure, of entrepreneurs. This book distills the knowledge gained during her years working with entrepreneurs and startups around the world. Whatever the industry or market, strengthening emotional intelligence gives entrepreneurs an edge over their competition and maximizes their odds for success. Emotional intelligence is the entrepreneur advantage.

We Were Killers Once

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Publisher : Minotaur Books
ISBN 13 : 1466886234
Total Pages : 320 pages
Book Rating : 4.4/5 (668 download)

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Book Synopsis We Were Killers Once by : Becky Masterman

Download or read book We Were Killers Once written by Becky Masterman and published by Minotaur Books. This book was released on 2019-06-04 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Former FBI agent Brigid Quinn, with her trademark toughness, raw humor, and human frailty, is back and better than ever in Masterman’s latest novel. As Quinn is drawn into an infamous cold case with a possible link to the two killers immortalized by Truman Capote’s In Cold Blood, she finds danger closing in. A gripping premise, brilliantly executed—you won’t be able to put this one down!"—Shari Lapena, New York Times bestselling author of The Couple Next Door In 1959, a family of four were brutally murdered in Holcomb, Kansas. Perry Smith and Dick Hickok were convicted and executed for the crime, and the murders and their investigation and solution became the subject of Truman Capote's masterpiece, In Cold Blood. But what if there was a third killer, who remained unknown? What if there was another family, also murdered, who crossed paths with this band of killers, though their murder remains unsolved? And what if Dick Hickok left a written confession, explaining everything? Retired FBI agent Brigid Quinn and her husband Carlo, a former priest and university professor, are trying to enjoy each other in this new stage in their lives. But a memento from Carlo's days as a prison chaplain--a handwritten document hidden away undetected in a box of Carlo's old things--has become a target for a man on the run from his past. Jerry Beaufort has just been released from prison after decades behind bars, and though he'd like to get on with living the rest of his life, he knows that somewhere there is a written record of the time he spent with two killers in 1959. Following the path of this letter will bring Jerry into contact with the last person he'll see as a threat: Brigid Quinn. Becky Masterman's unputdownable thrillers featuring unique heroine Brigid Quinn continue with this fascinating alternative look at one of America's most famous crimes.

Edge

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Publisher : National Geographic Books
ISBN 13 : 0525540814
Total Pages : 0 pages
Book Rating : 4.5/5 (255 download)

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Book Synopsis Edge by : Laura Huang

Download or read book Edge written by Laura Huang and published by National Geographic Books. This book was released on 2020-01-28 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Laura Huang, an award-winning Harvard Business School professor, shows that success is about gaining an edge: that elusive quality that gives you an upper hand and attracts attention and support. Some people seem to naturally have it. Now, Huang teaches the rest of us how to create our own from the challenges and biases we think hold us back, and turning them to work in our favor. How do you find a competitive edge when the obstacles feel insurmountable? How do you get people to take you seriously when they're predisposed not to, and perhaps have already written you off? Laura Huang has come up against that problem many times--and so has anyone who's ever felt out of place or underestimated. Many of us sit back quietly, hoping that our hard work and effort will speak for itself. Or we try to force ourselves into the mold of who we think is "successful," stifling the creativity and charm that makes us unique and memorable. In Edge, Huang offers a different approach. She argues that success is rarely just about the quality of our ideas, credentials, and skills, or our effort. Instead, achieving success hinges on how well we shape others' perceptions--of our strengths, certainly, but also our flaws. It's about creating our own edge by confronting the factors that seem like shortcomings and turning them into assets that make others take notice. Huang draws from her groundbreaking research on entrepreneurial intuition, persuasion, and implicit decision-making, to impart her profound findings and share stories of previously-overlooked Olympians, assistants-turned-executives, and flailing companies that made momentous turnarounds. Through her deeply-researched framework, Huang shows how we can turn weaknesses into strengths and create an edge in any situation. She explains how an entrepreneur scored a massive investment despite initially being disparaged for his foreign accent, and how a first-time political candidate overcame voters' doubts about his physical disabilities. Edge shows that success is about knowing who you are and using that knowledge unapologetically and strategically. This book will teach you how to find your unique edge and keep it sharp.

The House Advantage

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Author :
Publisher : St. Martin's Press
ISBN 13 : 0230109683
Total Pages : 265 pages
Book Rating : 4.2/5 (31 download)

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Book Synopsis The House Advantage by : Jeffrey Ma

Download or read book The House Advantage written by Jeffrey Ma and published by St. Martin's Press. This book was released on 2012-02-14 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: As part of the notorious MIT Team depicted in Ben Mezrich's now classic Bringing Down the House, Jeff Ma used math and statistics to master the game of blackjack and reap handsome rewards at casinos. Years later, Ma has inspired not only a bestselling novel and hit movie, but has also started three different companies—the latest of which, Citizen Sports, is an innovative marriage of sports, betting, and digital technology—and launched a successful corporate speaking career. The House Advantage reveals Ma's cutting-edge mathematical insights into the world of statistics and makes them applicable to a wide business audience. He argues that numbers are the key to analyzing nearly everything in the world of business, from how to spot and profit from global market inefficiencies to having multiple backup plans in anticipation of every probability. Ma's stories and business lessons are as intriguing as they are universally applicable.

The Purposeful Nine and Soulful Advantage

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Author :
Publisher : Soulful Advantage
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.9/5 (851 download)

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Book Synopsis The Purposeful Nine and Soulful Advantage by : Andre Beaupre

Download or read book The Purposeful Nine and Soulful Advantage written by Andre Beaupre and published by Soulful Advantage. This book was released on 2021-11-08 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "B corporations are a new kind of business that balance purpose and profit. This community of leaders-now numbering over 4,000-is driving a global movement of people using business as a force for good. The inspirational leaders and engaging stories in The Purposeful Nine and Soulful Advantage represent the essence of B Corps because they are stakeholder-driven, always considering the impact of their decisions on their workers, customers, community, suppliers, and environment. This book is a recommended read for business leaders focused on taking corporate purpose to an even higher level." -Bart Houlahan Co-Founder and Co-CEO, B Lab The Purposeful Nine and Soulful Advantage is for business leaders driven to catalyze more purpose within their companies and gain competitive advantage. It tells the stories of nine inspiring, purposeful businesses and for-profit social enterprises authentically committed to-and benefitting from-a strategy of making the world a better place. Unlike the majority of books focused on large consumer companies and well-known brands-think Ben & Jerry's, Microsoft, TOMS, Starbucks, Stonyfield Organic, LEGO, Timberland, IKEA, Unilever, Patagonia, Disney, Dove, Google, Warby Parker, etcetera. The Purposeful Nine and Soulful Advantage spotlights a fresh, diverse group of successful organizations that have been authentically purposeful for decades. Each story comes alive through the first-person perspective of the inspiring founders, CEOs, and sustainability leaders who reveal why they became more purposeful, what they did and how it created competitive advantage. Author, strategic communications veteran, and corporate purpose professional Andre Beaupre has captured the behind-the-scenes decisions and actions across a variety of triple bottom line essentials, including mission and values, workplace culture, sustainability, philanthropy, community engagement, social justice, and diversity/equity/inclusion. Measurable benefits experienced by the Purposeful Nine include mission-aligned, high-performance workplace cultures, recruitment and retention gains, new business impact, improved financial results, brand reputation enhancement, increased stakeholder loyalty, and value-driven customer/partner/supplier relationships. Not sure how to grow purpose? This book is brimming with ideas that will inform and inspire you to reach that goal. Business can, and must be, a force for good. By sharing first-person stories from the leaders who made purpose happen, the book will inspire a wide array of organizations to begin-or broaden-their impact.

Business Process Outsourcing

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 0471700975
Total Pages : 241 pages
Book Rating : 4.4/5 (717 download)

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Book Synopsis Business Process Outsourcing by : Rick L. Click

Download or read book Business Process Outsourcing written by Rick L. Click and published by John Wiley & Sons. This book was released on 2004-11-11 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business Process Outsourcing (BPO) is becoming the new revolutionas company's of all sizes are seeking to take advantage of thissource of competitive advantage. This book provides a step-by-step approach to understanding theapplication of Business Process Outsourcing, assessing the BPOopportunity in the company, and then managing the transition toBPO. It serves as a guide to implementing BPO and as a referencesource to solving the variety of issues that may arise during a BPOinitiative. Each chapter features a case study, insight from apractitioner, focus on how BPO affects people, and ethicalconsiderations. * Discusses both the how and why of business process outsourcingwith a straightforward "how to" approach. * Provides managers with the tools to analyse the BPO opportunitiesfor their own firms, as well as techniques and strategies formanaging a BPO initiative. * Empowers businesses of all sizes to take advantage of thisall-encompassing business revolution.

The Art of the Advantage

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Author :
Publisher : Gazelles Pub
ISBN 13 : 9780976582342
Total Pages : 234 pages
Book Rating : 4.5/5 (823 download)

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Book Synopsis The Art of the Advantage by : Kaihan Krippendorff

Download or read book The Art of the Advantage written by Kaihan Krippendorff and published by Gazelles Pub. This book was released on 2007-06-01 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: A former strategist mines new inspiration from a 2,500-year-old treatise born during China's Warring States period. Mid- and upper-level managers and corporate strategists looking for new ways to succeed will benefit greatly from these 36 resurrected stratagems. 1-58799-168-3$29.95 / Thomson Learning / South-Western

The Sumo Advantage

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Publisher :
ISBN 13 : 9780986046001
Total Pages : 151 pages
Book Rating : 4.0/5 (46 download)

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Book Synopsis The Sumo Advantage by : Bernie Brenner

Download or read book The Sumo Advantage written by Bernie Brenner and published by . This book was released on 2014 with total page 151 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Risk Advantage

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Author :
Publisher : Greenleaf Book Group
ISBN 13 : 1938416449
Total Pages : 219 pages
Book Rating : 4.9/5 (384 download)

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Book Synopsis The Risk Advantage by : Tom Panaggio

Download or read book The Risk Advantage written by Tom Panaggio and published by Greenleaf Book Group. This book was released on 2013-11-05 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: As an entrepreneur and racecar driver, Tom Panaggio has learned that you cannot avoid risk if you want to be a winner. In The Risk Advantage, Panaggio tells the story of how he and his business partners built two thriving companies: Direct Mail Express (which now employs more than 400 people and is a leading direct marketing company) and Response Mail Express (which was eventually sold to equity fund Huron Capital Partners). The book is designed as a guide for those who are contemplating an entrepreneurial pursuit, are already engaged in building a business, or are currently working for someone else and want to inject their entrepreneurial ideas and attitude. With The Risk Advantage, Panaggio aims to help entrepreneurs face the many situations, predicaments, and crises they'll encounter during their lives as well as to help them formulate their leadership style and business strategy. The Risk Advantage is a story about an entrepreneurial journey that explores the relationship between opportunity and risk, two important forces that are necessary for success. Panaggio teaches that the unexpected edge for entrepreneurial success starts with identifying a worthy risk and then having the courage to take it. In his book, he identifies those risks based on what he's experienced along his own journey. Opportunities are always there for you to grab. If you want to realize a dream, accomplish a daunting goal, or simply start your own business, you must be willing to embrace risk. Learning the lessons of The Risk Advantage is an important first step to do just that.

The Family Edge

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Author :
Publisher : Abrams
ISBN 13 : 1641702036
Total Pages : 244 pages
Book Rating : 4.6/5 (417 download)

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Book Synopsis The Family Edge by : Gibb Dyer

Download or read book The Family Edge written by Gibb Dyer and published by Abrams. This book was released on 2019-07-01 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: What's the most important asset any entrepreneur or business owner needs to succeed? After more than thirty years consulting for Fortune 100 companies, international organizations, and family businesses around the world, Gibb Dyer confirms that the secret ingredient to business and entrepreneurial success is not an MBA from a great school, a fantastic marketing plan, or even a blue ocean strategy. It's access to three types of capital: financial, social, and human. Dyer's three decades worth of research and data conclude statistically that the most effective and successful entrepreneurs have immediate access to these three—all within their family. A groundbreaking book for any business owner, family business, or budding entrepreneur, The Family Edge provides clear evidence and powerful tools to help you leverage the asset you need but have probably not paid enough attention to: family capital.

Iconic Advantage

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Publisher : Savio Republic
ISBN 13 : 1682615413
Total Pages : 216 pages
Book Rating : 4.6/5 (826 download)

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Book Synopsis Iconic Advantage by : Soon Yu

Download or read book Iconic Advantage written by Soon Yu and published by Savio Republic. This book was released on 2018-02-06 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern business gurus all cry for the need to innovate, to disrupt, and to act like a startup. It’s hard to argue with that kind of thinking. It’s sexy and exciting. But it’s wrong. Too many businesses become enamored by shiny new objects and end up overlooking the value locked away in their existing products. Maybe your business is one of them. Iconic Advantage® is a different approach that allows companies to leverage what they already have to create lasting differentiation and deeper relationships with their customers. It generates disproportionate levels of profit and protects you against market fluctuations. Many of the world’s most successful brands have been using it for years. Now, you can benefit from reaching iconic status, whether you’re a Fortune 500, local pizza parlor, or an aspiring Unicorn startup. “Soon has an uncanny ability to take mysteries and turn them into heuristics. He’s done it on innovation and design, and now with Iconic Advantage.”—Roger Martin, author of Playing to Win and Former Dean of the Rotman School of Business “This book explains why some brands are built to last and others seem doomed to perish. It’s a framework that every marketer can put into play right away.”—Adam Grant, New York Times bestselling author of Give and Take, Originals, and Option B with Sheryl Sandberg

Gain the Unfair Advantage

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Author :
Publisher : Money Maker Academy
ISBN 13 : 9781943157105
Total Pages : 250 pages
Book Rating : 4.1/5 (571 download)

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Book Synopsis Gain the Unfair Advantage by : A. J. Rassamni

Download or read book Gain the Unfair Advantage written by A. J. Rassamni and published by Money Maker Academy. This book was released on 2015-08-18 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Want to triple your sales? Is your income level stagnant or diminishing? Would you like to find the key to unlock your potential? It doesn't matter if you own your business, work for someone, work on commission, or are an entrepreneur and want to improve your income... This "how to" book compiles eight proven principles into one book to go beyond just making more money. Applying the eight principles of success will motivate you, give you the burning desire to succeed, to break out of the box you, and help you grow financially beyond your wildest dreams. This is an intelligent, easy-to-follow system for finding new opportunities through innovative and strategic thinking to unlock your personal and business potential. It will help you crack the code to gain an unfair advantage on how to triple your income. You will learn the principles on how to: Unlock your own potential Separate yourself from the crowd Wow everyone Question your beliefs to innovate Strategies to grow exponentially Wake up every morning richer than the night before Close more sales, more often at higher prices Workbook to apply the above seven laws

The Economic Benefits and Costs of Entrepreneurship

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Author :
Publisher : Now Publishers Inc
ISBN 13 : 1601980728
Total Pages : 106 pages
Book Rating : 4.6/5 (19 download)

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Book Synopsis The Economic Benefits and Costs of Entrepreneurship by : C. Mirjam van Praag

Download or read book The Economic Benefits and Costs of Entrepreneurship written by C. Mirjam van Praag and published by Now Publishers Inc. This book was released on 2008 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Economic Benefits and Costs of Entrepreneurship examines to what extent recent empirical evidence can collectively and systematically substantiate the claim of the economic benefits of entrepreneurship. The authors review the empirical literature and provide an answer to the question "what is the contribution of entrepreneurs to the economy in comparison to their counterparts?" Using four measures, the authors quantify the economic benefits of entrepreneurs along the following parameters -- employment generation and dynamics, innovation, productivity and growth, and the role of entrepreneurship in increasing individuals' utility levels. The Economic Benefits and Costs of Entrepreneurship is the first review of the primary empirical literature in this area. More precisely, it is the first review of high quality economics and management studies, focusing on various types of contributions that entrepreneurs can make to the economy in terms of quantifiable measures and evaluating the entrepreneurs' performance in these areas relative to their counterparts.

Network Advantage

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 1118561457
Total Pages : 325 pages
Book Rating : 4.1/5 (185 download)

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Book Synopsis Network Advantage by : Henrich Greve

Download or read book Network Advantage written by Henrich Greve and published by John Wiley & Sons. This book was released on 2014-02-17 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: Companies made more than 42,000 alliances over the past decade worldwide, many of which failed to deliver strong results. This book explains why and how you can seize the benefits from your business’s network of alliances with customers, suppliers and competitors. This network can provide three key advantages: · superior information · better cooperation · increased power Network Advantage shows how awareness of these three advantages can help align your portfolio of alliances with your corporate strategy to maximize advantages from existing networks and to position your business as an industry leader. This book is written by three leading authorities in the field of organizational management who work with many international corporate clients. Based on groundbreaking research and illustrative cases, it provides practical tools to help you think strategically about reconfiguring your alliances and partnerships. For business executives, consultants, and executive MBAs who want to get the most advantage from the combined power of their alliance portfolios, Network Advantage offers in-depth, practical guidance. Make it your first strategic connection to gaining competitive advantage! Companies’ connections to other firms—their network of alliances—matter for economic success. In this practical, jargon-free, evidence-based book, three experienced scholar/educators provide practical tools to understand your company’s network positioning and what to do to build webs of relationships that provide competitive advantage and economic value. —Jeffrey Pfeffer, professor, Graduate School of Business, Stanford University and co-author of The Knowing-Doing Gap. The book, Network Advantage, presents compelling ideas and is a must-read. It articulates three different perspectives to think about a firm’s network advantage and shows how a firm can maximize the value of its alliance network. The book is filled with theoretical and practical insights on the topic and offers captivating case studies to illustrate its key points. It is fun to read. I highly recommend this book. —W. Chan Kim, The BCG Chair Professor of INSEAD and the Co-director of the INSEAD Blue Ocean Strategy Institute In this eminently researched book, the authors show how executives and entrepreneurs alike can unlock the value of alliances. And the book comes with some "secrets" to success that most managers overlook. Every CEO, executive and entrepreneur who are collaborating with other firms ought to read this book. —Morten T. Hansen, Professor at University of California at Berkeley, author of Collaboration and co-author of Great by Choice. Don’t compete alone! “Network Advantage” provides a fresh perspective on how all firms can benefit from their alliances and partnerships. The authors seamlessly integrate academic research and real life examples into a practical step by step guide for unleashing the power, information and cooperation advantages available in networks. A must read for thoughtful executives and entrepreneurs alike. —Stein Ove Fenne, President, Tupperware U.S. & Canada Having the "right" business network is everything for a company's success in Asia and worldwide. With its rich cases and practical tools, this book is an indispensable guide for a thoughtful executive on how to design, build and manage a network that will make your firm globally competitive. —Yong-Kyung Lee, Former CEO of Korean Telecom, Member of the Korean National Assembly. Alliances and Partnerships, in their various formats and guises, are the bridges that allow businesses to thrive in their ecosystems by leveraging each other's strengths. The authors show how those bridges, when used appropriately, can help your firm create an alliance network to enhance your business power. The book contains many examples and models to help you shape your own alliance strategy in a world of ever increasing co-opetition. —Ricardo T. Dias, Strategic Alliances Director, Hewlett Packard (HP) Software, Asia Pacific & Japan

The End of Competitive Advantage

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Author :
Publisher : Harvard Business Press
ISBN 13 : 1422191419
Total Pages : 256 pages
Book Rating : 4.4/5 (221 download)

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Book Synopsis The End of Competitive Advantage by : Rita Gunther McGrath

Download or read book The End of Competitive Advantage written by Rita Gunther McGrath and published by Harvard Business Press. This book was released on 2013-05-14 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you at risk of being trapped in an uncompetitive business? Chances are the strategies that worked well for you even a few years ago no longer deliver the results you need. Dramatic changes in business have unearthed a major gap between traditional approaches to strategy and the way the real world works now. In short, strategy is stuck. Most leaders are using frameworks that were designed for a different era of business and based on a single dominant idea—that the purpose of strategy is to achieve a sustainable competitive advantage. Once the premise on which all strategies were built, this idea is increasingly irrelevant. Now, Columbia Business School professor and globally recognized strategy expert Rita Gunther McGrath argues that it’s time to go beyond the very concept of sustainable competitive advantage. Instead, organizations need to forge a new path to winning: capturing opportunities fast, exploiting them decisively, and moving on even before they are exhausted. She shows how to do this with a new set of practices based on the notion of transient competitive advantage. This book serves as a new playbook for strategy, one based on updated assumptions about how the world works, and shows how some of the world’s most successful companies use this method to compete and win today. Filled with compelling examples from “growth outlier” firms such as Fujifilm, Cognizant Technology Solutions, Infosys, Yahoo! Japan, and Atmos Energy, The End of Competitive Advantage is your guide to renewed success and profitable growth in an economy increasingly defined by transient advantage.

The Embedded Entrepreneur

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Author :
Publisher :
ISBN 13 : 9783982195766
Total Pages : 306 pages
Book Rating : 4.1/5 (957 download)

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Book Synopsis The Embedded Entrepreneur by : Arvid Kahl

Download or read book The Embedded Entrepreneur written by Arvid Kahl and published by . This book was released on 2021-05-19 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Embedded Entrepreneurs find customers and build a solution for and with them. Learn how to think "audience-first."