Introduction: The Neglected Firm (every manager must manage two firms)

Abstract

Every manager must manage two companies at the same time: the present one and the future one – the former through the functional departments (marketing, finance, and so on), the latter through the most recent management area: planning (see Figure 1.1). This is the area about which least is known, the one that constitutes both a risk and a great opportunity. Let’s analyse this problem in further detail.