l Studies undermined by a problem as the halo effect. -describes the tendency to make specific inferences on the basis of a impression. l A company can achieve success if it follows a specific set of steps. -recent books claimed that a company hewing to a certain formula is sure to become a great performer. -study rely on sources of data that undermined by the halo effect. -successful companies tended to be described in the same way. The direction of causality is wrong. l following a given formula can’t ensure high performance: performance is fundamentally relative not absolute. -success and failure depend not only on a company’s actions but also on those of its rivals. -but if rivals improve at a faster rate,its performance may suffer
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