The Second Curve - Softcover

Morrison, J. Ian; Morrison, Ian

Softcover

ISBN 10: 0345407881 ISBN 13: 9780345407887

Publisher: Ballantine Books, 1997

Synopsis

Offering an innovative approach to coping with change in the business world, the president of The Institute for the Future explains how to adapt traditional business and coporate practices to new consumers, new markets, and new technologies. Reprint.

About this title

About the Author:

Perhaps no one has more experience--and success--in long-term forecasting and planning than author Ian Morrison. Serving literally hundreds of corporate clients over the years, he has won recognition for his analysis of social and economic trends. The author of numerous books and articles, a sought-after lecturer and consultant, and president of the Institute for the Future, Ian carries an impressive resume.

The Institute for the Future (commonly called the IFTF) is, in Ian's words, "a unique organization." He describes it as "a think tank structured as a non-profit organization and dedicated to helping organizations, both public and private, think systematically about the long run." Indeed, its list of clients is formidable. In 1985, Ian came to IFTF to serve as a research director; after five years, he was selected to be its president, a position he holds today. Over the years, he has advised such companies as Chase Manhattan, IBM, Volvo, Bristol-Meyer Squibb, and Cable and Wireless.

In keeping with the far-reaching work Ian conducts today, he boasts a rich educational background: a Ph.D. in urban studies from the University of British Columbia, a degree in urban planning from the University of Newcastle-Upon-Tyne, England, and an M.A. in geography from the University of Edinburgh, Scotland. Ian has coauthored several books and contributed to many others, including Future Tense: The Business Realities of the Next Ten Years (William Morrow, 1994) and Reforming the System: Containing Health Care Costs in an Era of Universal Coverage (Faulkner & Gray, 1992). He also has coauthored numerous journal articles for publications such as Encyclopedia Britannica, Across the Board, The British Medical Journal, New England Journal of Medicine, and Journal of the American Medical Association.

Ian Morrison is a member of the Corporate Advisory Boards of Bristol-Myers Squibb and Interim HealthCare. He is also a member of the Board of Directors of Interim Services, a leading temporary-services company.

From the Inside Flap:

EYE OPENER . . . THE FUTURE IS GROWTH AND THAT GROWTH IS ON THE SECOND CURVE."
--George Harvey, Chairman, President, and CEO Pitney Bowes, Inc.

In The Second Curve, Ian Morrison creates a revolutionary new business model that can be used no matter what the market upheaval. His theory is deceptively simple: you must ride the first curve--a company's traditional business carried out in a familiar corporate climate--to the all-important second curve. The second curve is the future--the new technologies, new consumers, and new markets that companies must command to survive and thrive.

In the many companies Morrison profiles, leaders have learned to master both the first and second curves, to anticipate the rate and pace of change, to know when and how to jump from the first curve to the second, and whether and when to play both. This book sets forth all the crucial strategies and explains how businesses can apply them to rapidly changing situations.

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About this edition

• Publisher: Ballantine Books
• Publication date: 1997
• ISBN 10: 0345407881
• ISBN 13: 9780345407887
• Binding: Paperback