Fad-Free Strategy Orange

A ground-breakingstrategy book

Many strategy books suggest simplistic solutions to complicated problems. They offer rules based on anecdotal evidence pieced together from today’s hero companies, and they promise top line and margin growth to executives applying those rules. Unsurprisingly, many business strategies fail, despite great execution.

Fad-Free Strategy provides a ground-breaking alternative. It recognizes that the choices that customers make rather than supposedly universal rules ultimately determine the success of a business strategy. It offers rigorous yet highly accessible economic tools to uncover hidden customer preferences. As a result, executives will be able to predict with confidence which strategic options will lead to commercial success.


The Authors

Dr. Daniel Deneffe is the Managing Director of Deneffe Consulting and a former Partner at Arthur D. Little. He also teaches Business Strategy in the Real World at Harvard University’s Division of Continuing Education and is a Professor of Strategy at Hult International Business School.

Herman Vantrappen is the Managing Director of Akordeon, a strategic advisory firm. A former Partner at Arthur D. Little, he has published numerous articles in a variety of journals, including Long Range Planning, MIT Sloan Management Review, Strategy & Leadership and Harvard Business Review.

About the authors