ESCP Europe

The business enterprise handbook is based on research by Cranfield School of Management, where the growth performance of some 15,000 independent firms in the UK is reviewed each year. The results are used to provide a management blueprint for significant growth and development.[] The experts at Cranfield have worked with over 600 successful owner-managed firms and have carefully observed the performance of thousands more. With their guidance you can help your company to become competitive, profitable and able to react to the opportunities and challenges that the future may offer - in book description.

Introduction --- PART. 1 WHERE ARE WE NOW? --- 1 Your mission --- 2 Opportunities and threats --- 3 Strengths and weaknesses --- 4 The financial position --- 5 How to diagnose your organisation --- 6 Assessing people, structure and systems --- PART. 2 WHERE ARE WE GOING? --- 7 Marketing options --- 8 Marketing strategy: focus and priorities --- 9 Choosing between alternatives --- 10 Financing growth --- 11 Acquisitions, mergers, joint ventures and divestments --- 12 Visionary leadership --- PART. 3 HOW WILL WE GET THERE? --- 13 The marketing plan --- 14 The people plan --- 15 Managing change --- 16 The financial plan --- 17 Writing and presenting your business plan --- 18 Exit routes..