Copyright

Copyright 2016 L.E.K. Consulting

Edge Strategy™ is a trademark of L.E.K. Consulting LLC

All rights reserved

No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to [email protected], or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.

First eBook Edition: Jan 2016

ISBN: 978-1-63369-016-5