Identity: Your Ultimate Competitive Advantage?

If you want to win against the competition, you already know you need a great product, competitive pricing, distinctive marketing, and an organization that works. But recent research suggests that the most important competitive tool in your arsenal is not any of these. Rather, your success depends on your company’s self-identify. We interview Dr. Saqib Qureshi, a researcher from the London School of Economics who spent years studying the mostly overlooked role identity plays in competition.

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