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When growth turns toxic
By François Bazini2026-11-14T16:06:00
Growth comes in different types: healthy, explosive or even toxic. The difference lies in what each leaves behind, says François Bazini, former international CMO at Suntory, marketing professor and founder of Chesco Advisory Partners
Growth is marketing’s favourite measure of success – and its least interrogated. When sales rise, budgets and retailer support follow. Yet growth has different qualities depending on whether it strengthens or consumes the capabilities that made it possible.
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