Question: Collis and Rukstad ( 2 0 0 8 ) argue that a strategic objective should offer ways to maximize shareholder wealth by exceeding customers' expectations

Collis and Rukstad (2008) argue that a strategic objective should offer ways to maximize
shareholder wealth by exceeding customers' expectations and providing opportunities for
employees.
Collis and Rukstad (2008) argue that a strategic objective should offer

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