An illuminating book that reaches beyond unrepresentative examples and management fads to take a nitty-gritty perspective on value-driven strategy.

Pankaj Ghemawat, Global Professor of Management and Strategy at the NYU Stern School of Business, and Professor of Strategic Management at IESE Business School

By applying the evidence-based principles proposed by Fad-Free Strategy, Deneffe and Vantrappen enable managers to get a much better grip on customers’ true preferences, including those for sustainable offerings, and on their attitudes towards the businesses supplying those. That understanding is critical for making strategic choices from which both business and society benefit. A must-read book for leaders of the future!

Paul Polman, Former Chief Executive Officer, Unilever

Building from one of the best summaries and critiques of classic strategy, Fad-Free Strategy goes beneath the covers and into the pragmatic detail of developing customer-driven approaches that will be valuable to all intelligent managers.

David J. Collis, Thomas Henry Carroll Ford Foundation Adjunct Professor of Business Administration, Strategy unit, Harvard Business School

Fad-Free Strategy is a refreshing real-world approach to strategy that every smart manager must be craving for. It explains by means of real case examples how to translate an overall vision and ambition into specific customer-driven decisions. If you want to be more confident with the tough choices you make, this book is a must-read.

Hubertus M. Mühlhäuser, Chief Executive Officer, CNH Industrial

This book shows — in line with its authors’ no-nonsense attitude — how to take strategy from big ideas to very practical questions and evidence-based assessments, which is critical to ensure a strategy's successful implementation.

Eric J. Van den Steen, Royal Little Professor of Business Administration, Strategy unit, Harvard Business School

Fad-Free Strategy debunks the many myths about business strategy that managers have adopted. The book offers a highly credible customer-centric alternative.

Marc Grynberg, Chief Executive Officer, Umicore

Applied economics at its best! This book establishes that “rigorous” and “applied” are not two contradictory terms when it comes to business strategy.

James J. Anton, Wesley A. Magat Professor of Economics, Duke University, The Fuqua School of Business

Fad-Free Strategy is a surprisingly refreshing read, even for hands-on decision makers. Whilst others are either solely academic or merely focus on explaining some famous anecdotal examples from the business world, this book offers much more – a crystal clear content with evidence-based validation and pragmatic tools with a credible approach to real business challenges.

Jochen A. Haug, Member of the Board of Management, Allianz Insurance Germany

Demystifying management fads, the authors show in a practical manner how to mitigate risks when building and implementing customer-centric and value-driven strategies. A highly recommended reading.

André Salles, General Manager, Lactalis Do Brazil