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Growth—in revenues and profits—is the yardstick by which the competitive fitness and health of organisations is measured. Companies need a growth strategy that encompasses three related sets of decisions: how fast to grow, where to seek new sources of demand, and how to develop the financial, human, and organisational capabilities needed to grow.

This article offers a framework for examining the critical interdependencies of those decisions in the context of a company’s overall business strategy, its capabilities and culture, and external market dynamics.


Olivia Mitchell