Professor of Marketing
Books | | January 1999
The Report on the Competitive Fitness of Global Firms 1999
Authors: Larreche Jean-Claude
This 1999 Report on the Competitive Fitness of Global Firms updates and extends the first report published in 1998. It presents the results of a survey among the members of the MECA (Market Effectiveness Capabilities Assessment) International Executive Panel, based on a methodology designed to monitor the fundamental capabilities, which influence the effectiveness of a firm in its markets. This methodology is based on management inputs and it has been developed specifically to address some of the key leadership challenges encountered in the creation of sustainable long-term growth in shareholder value.