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Financial Times: Companies that pivot are best placed to prosper


Professor Mauro Guillén, Director of Cambridge Judge Business School, comments on how companies adapted during Covid-19 pandemic. Successful companies ‘tended to make lateral extensions of their existing businesses, rather than shifting into something completely new, and they had a clear path to sustainable profitability, Professor Guillén said. He calls it “pivoting”, because organisations “kept one foot on the ground and rotated with the other to twist what they were doing.” (subs)

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