I leaned a long time ago in management classes that the most-important decision an executive ever will make is the choice of which market to enter (assuming one has a choice). In other words, longer-term success hinges on whether your chosen market has high growth rates, or slow growth rates; is a bigger market, or a smaller one; tends to feature high profit rates or low rates.
And “growth is hard,” say consultants at Bain and Company. About nine percent of firms studies by Bain actually have sustainable and profitable growth.
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