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8/3/2019 The Parasite Economy: Why Leaders Must Reinvest in Their Brands, and Not Just Drain off Short-Term Profits
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R`o Taxaucro Oejkjls= W`s Noaboxu Lur Xockyour ck R`ocx
Hxakbu. akb Kjr Mur Bxack jii U`jxr,Roxl Txjicruhs Oxce Gaxnakb
Cr'u rclo rj okb r`o oprxaercjk oejkjls. ck w`ce` wo uef jr r`o yano ji jx ejlloxecan akb enrxan eatcran. akb gor haef rj
exoarckg r`ckgu ji yano+
Wanf a lcno (haxons#
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ckijxlob u r`ar `o `ab anxoabs hook xotacxckg u`jou ijx 10 soaxu+ @cu karcyo Tjnakb `ab Jnb Wjxnb arrcrbou jk
attxokrceou`ct. akb attaxokrns jk e`cnb nahjx nawu au wonn+ @o bcbk'r uool rj ho opaggoxarckg `cu botr` ji optoxcokeo. au `o
qcefns u`jyob huckouu eaxbu ckrj jx `akbu akb hogak rj uanns ijxr` jk r`o Uraro ji r`o U`jo Huckouu+
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optnackob r`ar r`cu wau `cu jkns kcg`r jii rj gj enhhckg. rj `oax ujlo luce jk r`o rjwk hoijxo xorxkckg rj `cu hoke`+
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akb bohr urxerxckg. hr jk wjjb akb noar`ox+ @o jtokob r`o bjjx ixr`ox= (Akb nefs ijx lo. tojtno bjk'r kboxurakb u`jou+(
R`cu naur hcr cu kohnju+ U`jou axok'r ejnnaroxanc}ob jx uoexcrc}ob. cru roe`kjnjgs cuk'r xoanns bcuxtrob hs Rwcrrox jx Iaeohjjf.
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r`juo "?44,a,tacx u`jou. oyok r`juo axok'r w`ar sj xololhox+( C xoeannob Mj`kurjk ) Lxt`s+ Ls icxur tacx naurob 11 soaxu+
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lafckg r`o rjt,qancrs u`jou sj xololhox. jkou r`ar uras ck ursno jyox r`o soaxu. jkou r`ar `ayo r`o urxerxan ckrogxcrs rj ho
xotacxob+ R`os axo lafckg u`jou xolckcueokr ji r`juo tacxu sj hjg`r ck taur boeabou+ Hr r`o ejuru ji txjbercjk axo was
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wjxuo ijx r`o ljkos: (C bjk'r fkjw.( `o u`xggob horwook bxagu jii `cu ecgaxorro+ (C r`ckf tojtno axo mur `atts rj xotacx
u`jou ckuroab ji hs r`ol+ Oejkjls cu hab. sj fkjw: Ijx lo. C hs ocr`ox bcutjuahno u`jou jii r`o uano xaef jxr`o rjt
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anlckl,ejxo taku. Goxlak uroon fkciou+ Aeejxbckg rj wobbckg eurjlu uoolckgns wxcrrok ck urjko. uoyoxan ji `ox ialcns
lolhoxu e`cttob ckrj hs a Fcre`okAcb lcpox+ C auulob wo woxo nake`ckg ujlo ijxl ji ckburxcan hafckg okroxtxcuo. uckeo
`rrt=**www+laxforckgtxjiu+ejl*txckr+aut:ujxeo
8/3/2019 The Parasite Economy: Why Leaders Must Reinvest in Their Brands, and Not Just Drain off Short-Term Profits
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r`o ljrjx ijx r`cu boyceo `au ljxo `jxuotjwox r`ak r`o ayoxago rjw rxef+ Cr wau optnackob rj lo r`ar r`cu wau urakbaxb
oqctlokr ijx kow xhak `juowcyou. w`j jko bas las koob rj hafo au laks au 85.444 liicku ar a rclo+
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rauf ji icko,e`jttckg jx jwk u`annjru+ Ci wo woxok'r eaxoin. wo wjnb ho txotaxckg tourj ck ujlo Exj,Lagkjk was. xoucgkob
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hoijxo r`o hxakb wau r`o ljur yanahno r`ckg ahjr kcr+
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r`o fcbu wcnn `ayo a gjjb rclo+ R`o Ejea,Ejna hxakb cu r`o txjlcuo ji a ejkucurokr. xoixou`ckg,ci,ugaxs hoyoxago+ HLW
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rafo abyakrago ji r`juo hoarcin `c,boickcrcjk ronoycucjku oyoxshjbs hjg`r hoijxo r`o oejkjls eag`r jk icxo+ Ck r`o galo.
sj tnas anjkg wcr` r`o hakbu ck xoan rclo. ijnnjwckg gxjtu ncfo Ljrjx`oab. Ljrnos Exo. AE*BE. Nob ]ottonck. akb jr`ox
enauuce `axb xjefoxu+ R`ouo hakbu woxo ji ejxuo kjr r`o jkns e`jceo ayacnahno rj r`o boucgkoxu ck roxlu ji luce+ R`os ejnb
mur au oaucns `ayo njabob t Akko Lxxas. Fokks Xjgoxu. akb Nawxokeo Wonf rxaefu ckrj r`o ujirwaxo+ R`o enaxckor xciiu ji
(Hogck r`o Hogcko( axo oyoxs hcr au ejltnop au (Nor R`oxo Ho Xjef+(
Wo ann fkjw w`s r`os e`juo Nob ]ottonck jyox r`o Eaxtokroxu= Nob ]ottonck cu EJJN+ R`o hxakb txjlcuo cu r`ar sj. rjj.
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okb. cr ujlor`ckg sj oaxkob akb gor rj foot njkg airox sj'yo eau`ob jr+
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`rrt=**www+laxforckgtxjiu+ejl*txckr+aut:ujxeo
8/3/2019 The Parasite Economy: Why Leaders Must Reinvest in Their Brands, and Not Just Drain off Short-Term Profits
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