Marketing detective work - finding opportunities for growth in your existing business

This article argues for `marketing detective work' as a means to organic growth. Businesses must grow organically or lose shareholder value, but most cannot rely on acquisition or innovation alone to achieve the growth that is continuously demanded.

Marketing detective work – finding opportunities for growth in your existing business

David CowanForensics

Tom Stewart, editor and managing director of the Harvard Business Review, recently remarked that when CEOs are tasked with cutting business costs they know exactly what to do but when asked to grow the business many feel at sea, or at best much less sure-footed.

For them the growth problem has worsened over the last 10 to 15 years. In the early 1990s the easy answer appeared to be acquisitions. However, there is now abundant evidence that most acquisitions fail.

These days this...

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