Contents

Chapters in this book

1. Frontmatter i
2. Contents v
3. Preface vii
4. Chapter One. The Origins of Modern Business Strategy Thinking 1
5. Chapter Two. There’s No Such Thing as a Bad Industry 29
6. Chapter Three. Why Are We in Business? 53
7. Chapter Four. The Search for the Holy Grail of Business: Long-Term Profitable Growth 76
8. Chapter Five. Do You Know What Your Strategy Is? 100
9. Chapter Six. Getting Strategy Right 120
10. Chapter Seven. Creating Strong Brands 139
11. Chapter Eight. Brand Builders and Killers 155
12. Chapter Nine. What Makes Products Meaningfully Different? 183
13. Chapter Ten. Where Do Great Ideas Come From? 206
14. Chapter Eleven. Strategies to Break Away from the Pack 235
15. Chapter Twelve. Hitting the Bull’s-Eye 281
16. Notes 297
17. Index 331