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Managing Corporate Growth$
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Jordi Canals

Print publication date: 1999

Print ISBN-13: 9780198296676

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198296676.001.0001

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The Business Concept: The Heart of Growth

The Business Concept: The Heart of Growth

(p.88) Chapter 6 The Business Concept: The Heart of Growth
Managing Corporate Growth

Jordi Canals

Oxford University Press

This chapter discusses the business concept: the firm's view about how to deliver customer value, the specific organization of the firm's activities, and the choices it has to make in order to achieve such objectives. It springs from a vision that the firm and its managers have about the future needs of its customers, the evolution of rivalry, and the role of the firm in the industry. The notion of the business concept that is presented in this chapter shares some elements with other strategy concepts, although it has some unique features. Creating a new business concept often implies being able to offer new products or services. And creating a new business concept may have another important dimension: organizing the company's activities according to different patterns from those followed by other companies. This chapter presents different dimensions of the capability that a company and its people have to create a different, better business concept. It is also shown in this chapter that the development of a business concept requires reconsidering certain basic issues about the company.

Keywords:   customer value, organization, evolution, business concept, company, new products, services

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