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Competing With Ordinary Resources

March 16, 2015 | Fr̩d̩ric Fr̩ry, Xavier Lecocq, Vanessa Warnier | Strategy

Not every company can be built around exceptional talent or exclusive technology. Instead, companies also can thrive by the innovative use of ordinary resources, such as well-managed staffs and competent websites. As management scholars Sumantra Ghoshal and Christopher Bartlett once wrote: "The key function of management is to help ordinary people produce extraordinary results." The authors examine how business models leveraging regular resources will take different approaches than those focused on scarce strategic resources.

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