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Market Leader: Quarter 4 2012

New thinking, different perspectives
Rarely does one approach to fostering innovation work for all companies in all sectors. But blue ocean strategy is one of many innovation theories claiming universal applicability. However, in the issue's cover story, Professors Patrick Barwise and Seán Meehan argue that a more accurate and inclusive theory of innovation involves red and purple oceans.

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CHOPPING BLOCK

Jeremy BullmoreJeremy Bullmore

Controversial recommendations need to come from credible sources


IDEAS AND ISSUES

ideasOver to you

Opinions on brand equity, communication, marketing strategy and sustainability



TRENDWATCH

Melanie HowardMelanie Howard

The more consumers understand the value of their data, the less they will give it away


MORE INFORMATION

Market Leader is the leading strategic marketing quarterly.

It is published by Warc in association with the Marketing Society.

Subscribe now in the Warc Store.


OPINION

Editorial – Judie Lannon
What is marketing

Viewpoint – Nicola Horlick
What really makes capitalism work

Speaker's Corner – Liu Xiaoming
Social media: friends, hawkers or stalkers?

The Last Word – Rory Sutherland
Applying spreadsheet maths to consumer behaviour is folly


LETTER FROM PARIS

Vincent RousseletVincent Rousselet

The French could learn from their nation's most successful global brands


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