Vikas Mittal and Shrihari Sridhar

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Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at Rice University's Jones Graduate School of Business. Shrihari Sridhar is the Joe Foster ’56 Chair in Business Leadership and professor of marketing at Texas A&M University's Mays Business School. They are coauthors of Focus: How to Plan Strategy and Improve Execution to Achieve Growth.

Don’t Be A Firefighter—Be A Strategy Leader

Why do so many companies come up short in their strategy planning? Because CEOs end up playing the role of firefighter, implementer or counselor.
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