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SEB Group: Building a Subversive Strategy

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To drive growth and innovation in an apparently mature market, firms need to subvert the rules of the game. The SEB Group, a French producer of small household appliances, illustrates how this can be achieved. The three characteristics of SEB's strategy were a bold, emotionally-involving vision, a stretch between reality and aspiration and efficient leverage of existing resources.

Document Type: Research Article

Affiliations: EDHEC School of Management, Lille, France

Publication date: December 1, 2000

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