Decoding the DNA of business growth
A guide to driving real growth in challenging times
Growth is a perennial objective for marketers, who seek to create sustained, demand-led impact for their brands. But the days of assumed growth are over, and delivering it is more difficult than ever. In an era of continuous disruption, low barriers to entry for new competitors, markets reaching maturity, and savvy, demanding consumers, we need to work harder than ever before to find new ways to grow.
The truth is that there is growth to be found - but it lies beyond the comfort zone of business as usual. It requires courage, fresh thinking and new behaviours to win. To decode this elusive world, Kantar and WPP created the Institute for Real Growth, led by Frank van den Driest and Marc de Swaan Arons. The Initiative for Real Growth (IRG) is their comprehensive global study, which is designed to reveal a new architecture for sustained growth...