Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

10-2011

Abstract

It is easy to grow. Just buy a rival. However, this is a strategy fraught with risks and not all organisations are in the rightly suited to grow this way. Philip Zerrillo, a professor of marketing at the Lee Kong Chian School of Business, explains the thought process and ways by which organisations can try to grow and do so for the longer term.

Disciplines

Business | Strategic Management Policy

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1383

Subject(s)

Strategic Management

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