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Market Leader: Quarter 2 2014

New thinking, different perspectives
Corporate strategy: the fatal bias. Cost efficiencies can harm businesses, so companies should look at how they can adopt a premium positioning, improve margins without cutting costs, and consider how they can pursue success in a bolder way.

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CORPORATE STRATEGY

Thought leadership

The fatal bias: How cost competition harms performance
Jules Goddard discusses how cost efficiency measures can harm business growth by making them too inward looking.

Courage and humility more important than talent and charisma
Jules Goddard and Tony Eccles expose the gap between what CEOs admire, and what they do.


TRENDWATCH

Melanie HowardMelanie Howard

Wired guanxi: The way we will all soon live


IDEAS AND ISSUES

ideasOver to you

Opinions on client relationships, tactical advertising and internal customers



CHOPPING BLOCK

Jeremy BullmoreJeremy Bullmore

Brands must beware the lure of firework fame


MORE INFORMATION

Market Leader is the leading strategic marketing quarterly.

It is published by Warc in association with the Marketing Society.

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OPINION

opinion

Editorial – Judie Lannon
Costs versus value

Viewpoint – Andrew Marsden
20:20 hindsight: Predictions for the future… five years on

Speaker's Corner – Julian Saunders
Please can we ban the C-word?

The Last Word – Rory Sutherland
When the numbers don't add up


LETTER FROM AMERICA

Julian SaundersAllyson Stewart-Allen

Letter from America: The China syndrome – big challenges for US brands


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