Contents
1 Change management: Kotter’s eight-step model
2 Cognitive biases in decision making
4 Negotiating techniques: BATNA
8 Pricing strategies: dynamic pricing
10 Segmentation and personalised marketing
11 The BCG growth–share matrix
13 Core competence and the resource-based view
15 Game theory: the prisoner’s dilemma
part 4 Innovation and entrepreneurship
21 Capital asset pricing model
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