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| Author: | Waite, T.J. |
| Title: | Stick to the core - or go for more? |
| Journal: | Harvard Business Review
2002 : FEB, VOL. 80:2, p. 31-33, 36, 38-41 |
| Index terms: | Advertising Marketing Industries Growth Competitive strategy Core competence Corporate strategy Entrepreneurship Case studies USA |
| Language: | eng |
| Abstract: | One co-founder of Advaark, a cutting-edge ad agency, was listening hard to his biggest client company GlobalBev's CEO who ran a multibillion-dollar holding company for an assortment of food and beverage brands but was giving credit to Advaark for the latest product line. The ad agency co-founder believes that the company's future success lies in getting more share of the customer, continuing to do world-class work. Should the company stay focused on their core competence or reach beyond it? |
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