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Why do some companies perform significantly better than others with broadly the same products, services, scale and business model?

Compare Tesco with Sainsburys, BP with Shell; BA with Lufthansa or South West Airlines with People Express; Canon with Xerox, Toyota with GM or Ford.

We have seen icons of the business scene brought low while other companies seem to thrive in the same markets and with the same risks. Research* is beginning to show us why.