The Parasite Economy: Why Leaders Must Reinvest in Their Brands, and Not Just Drain off Short-Term Profits

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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

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    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

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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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    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

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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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