Bain MNT Tole}: be}: Ta let-e foe) EN MSI MIO) \Emee Tats BA TOE ES EB aN Bill Mascull Ay .) y) mf ao TyNEW EDITION Nee TERE CELE SKEUB\EHSITONA SSANISN@ JiviGawaaNl Bill Mascull FINANCIAL TIMES ‘Worl id business newspaper.Pearson Education Limited Edinburgh Gate Harlow Essex (M20 21E England ‘© Pearson Education Limited 2005 The right of rica J. Halland Wiliam Mascul tobe identified as authors ofthis work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 All ight reserved: no par of this pubication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electron, mechanical, photocopying, ‘or otherwise, without ether the prior written permission of he Publishers ora licence permitting restricted copying inthe United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London Wi oe First published 2005, Fourth impressian 2006 ISBN-13: 978-1-4058-1296-8 kt Leader Int TRB NE for pack) ISBN-i0: 4058-2294 1S8N-19: 978:2-4058-1293+ (Mkt Leader Int TRB DVD NE for pk) ISaN-I0: rqos8-1293-1 188-13: 978--4058-4268-6 (Mkt Leader Inter Test Master CDROM) {S81 10:1-4058-4268-7 {SBN 3: 9781-40581343-3 (MA Leader Inter TRB book ard DVD pack) SBN30: 405813432 |SBN29:978.2-4058-4345-4 (ME Ler Inter TR /OVDNE/TH CO.RIMPK) ISBNI0: 4058-43454 Set in 9/1apt Metaplus Printed in Spain by Mateu Cromo, S.A. Pinto (Madrid) Designed by Jennifer Coles wow market-leader net ‘Acknowledgements \We are grateful to the following for permission to reproduce copyright material: ‘The Financial Times Limited for extracts from the following articles ‘Branding: A crucial defence in guarding market share’ by Fiona Harvey, th September 2003, ‘The challenge of turning a brand into a an object of love" by John Gapper, 237d March 2004, Wireless internet: Demands of a more mobile workforce’ by Sarah Murray, 3rd February 2004, ‘Happy staffis not the full answer by Adrian Furnham sth February 2002, The engineer of the human corporation’ by Simon London, 23rd October 2003, ‘Shake-ups that leave us shaken but not stired? by Alison Maitland, 16th May 2004, ‘Coastal wealth radiates across iniand China as road and rail investment help drive change’ by lames Kynge, oth March 2004, ‘Mégane sales drive Renault to pole position’ by Richard Milne, 28th July 2004, “Shares fall as Bsky® plans for long-term by Gautam Malkani, sth August 2004, ‘The American dream gets a Latino beat’ by Sarah Murray, 24th March 2004, ‘A growing opportunity to clase the cultural gap" by Stephen Pritchard, 2nd July 2003, ‘An ‘American leader in Europe’ by Alison Maitland, 24th July 2004, “Voodoo expenses’ by Andie Posteinicu, ‘Honduras textile _gr0ups hope trade deal will sew up the future’ by John Authers, 27th July 2004, ‘Globalisation needs no defence, itneeds Interrogation’ by Richard Tomkins, 237d April 2004, ‘Quality put Into practice’ by Morgan Witzel, 33th August 2003, ‘Korean cars score in quality survey" by Jeremy Grant 2gth April 2004, apan goes after industrial spies’ by Michiyo Nakamoto, &th February 22004, UK government backtracks over bribery’ by Jean Eaglesham, 18th February 2004, ‘School seeks to lead the field in leadership’ by Simon London, 16th November 2003, ‘When logic demands flakiness’ by John Gapper, 2nd February 2004, “Japan must reward bright sparks’ by Michiyo Nakamoto, 15th February 2004 and ‘The master strategist’ by Morgan Witzel, agth August 2003; Stuart Crainer for an extract from the article “Corporate road warriors’ by Stuart Crainer; Clare MacCarthy for an extract from the article ‘Less pickings for the anti-ad brigade’ by Clare MacCarthy, published on vnyw.FT.com 7th June 2004; Herminia bara for an extract from the aticle “Tough lessons on the road to leadership’ by Herminia Ibarra, published on www.FT.com ath August 2004: and Tony Cram for ‘an extract from the article ‘Boost Brands and Profits with the Right Price’ by Tony Cram, published on wawwFT.com 6th ‘August 2004 (Tony Cram is a Programme Director at Ashridge Business Schaol and author of ‘Customers that Count: How to bulld tiving relationships with your most valuable customers’ Prentice Hall 2001) In some cases we have been unable to trace the owners of| copyright material and we would appreciate any information that would enable us to do so. Photocopying ‘The publisher grants permission for the photocopying of thase pages marked ‘photocopiable' according to the following conditions. Individual purchasers may make copies for their ‘own use 0 for use by the classes they teach. Insttutfonal purchasers may make copies for use by their staff and students, but this permission does not extend to additional institutions or branches, Under no circumstances may any part (of this book be photocopied forresale.