By Kevin Herring and Killen Herring
In 1995, two Harvard Business School professors, Collis and Montgomery, published a paper that shook the strategic planning world. The mavericks argued in the article that it is not enough to know your marketplace in addition to what you do and do not do well. (In strategic planning parlance, think Strengths, Weaknesses, Opportunities, and Threats [SWOT].)
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