Elusive Growth

Why Prevailing Practices in Strategy, symptoms Marketing and Management Education are the Problem, view not the Solution

by Jack Springman

Over the past quarter century the numbers of business schools and management consultancies have rocketed, with the ranks of their alumni swelling year by year. Yet from the turn of the millennium to the inception of the credit crunch – a period of exceptional economic buoyancy – large companies still struggled to generate organic growth and remained reliant on cost savings to increase profits. Even though managers were better educated and supported than ever before, revenue-led growth continued to prove elusive, despite its being the top CEO priority and the focus of many books and articles by prominent gurus, all providing prescriptions on how companies could solve the ‘growth crisis’ .

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 Elusive Growth provides an explanation for this dichotomy. It highlights how advances in behavioural understanding challenge a number of the unspoken assumptions that underpin prevailing practices in strategy, marketing and management education. And it argues that unless the invalid among them are dismantled, attempts to solve the growth conundrum will continue to fail. 

From competitive strategy to marketing’s love affair with branding, from best-practice case studies to the true value of analysis, Springman challenges the established ideas that are limiting businesses’ ability to generate that most elusive of factors, profitable organic growth.

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