How belief in limitless profit leads firms to make mistakes

12/4/2012 | Strategy+Business online (free registration)

Every company is founded upon the "economic myth" that limitless growth is both desirable and possible, argues Betty Sue Flowers. That leads incautious bosses to focus solely on single-line measures of success, such as revenue and profit. "Those will inevitably peak and decline at some point, because all systems have limits -- and once they start to fall, they fall fast," Flowers says.

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