The direct comparison companies did not show a change from good to great, while the unsustained comparisons did show that change but could not continue their gains over time.Ĭollins and his team set a goal of figuring out what went into these companies’ remarkable transformations, in order to outline a set of universal good-to-great principles that any organization or even individual might use. Additionally, the team selected eleven direct comparison companies to study from the same industries as the good-to-great companies, as well as six unsustained comparison companies. That process of transformation is the subject of Good to Great.Ĭollins and his research team selected eleven corporations that went from showing average or below average performance on the stock market to showing extraordinarily good returns and sustaining those returns for at least fifteen years. Jim Collins states that while his previous book, Built to Last, explained how great companies stay great, it did not delve in the ways that good companies become great ones.
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