Just where do new business ideas come from? As Pankaj Ghemawat’s article, “Evolving Ideas about Business Strategy,” in this issue demonstrates, ideas about business strategy compete within a marketplace that is not simply intellectual but also intensely commercial.1 So intertwined are the academics and the management consultants who have promoted these ideas that Ghemawat employs a classification scheme devised by the consultants in the Boston Consulting Group (BCG) that does not distinguish between the strategy models advanced by consultants and those primarily associated with academics.
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