Surpetition goes beyond competition

Clift, Vicki
August 1997
Marketing News;08/04/97, Vol. 31 Issue 16, p19
Trade Publication
This article focuses on the book "Surpetition: Going Beyond Competition," by Edward De Bono. De Bono, a creative thinker courted by the world's largest corporations, offers some shocking news that one cannot be competitive if one seeks to be competitive. De Bono writes firms must recognize the three stages of business. First, attention is on the product or service, and on production. De Bono maintains that problem-solving is a dangerous siren because the end and its benefits are obvious, and there is something tangible to work on. Cost-cutting is a classic example. He also perceives that the American big business is obsessed with quality control to the neglect of venture.


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