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Networker. By: Tahl Raz.
Inc.Magazine. January 2003,
pp 90 - 99.

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A ROSE BY ANY OTHER NAME.
BY DANIEL STONE.
HARVARD BUSINESS REVIEW.
MARCH 2003, VOL.: 81, NO. 3
PP 29 - 39

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Arthur Einstein.
Strategy+Business.
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Entrepreneurs Instant
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The Art of the Apology
By Holly Weeks
Harvard Management Update. April
2003.
Article Reprint No. U0304D

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