Jules Goddard is a Fellow of the Centre for Management Development at London Business School, where he has taught competitive strategy and creative marketing for 30 years. He is also a Research Associate of the Management Lab at London Business School and was previously Gresham Professor of Commerce

Tony Eccles is Visiting Professor of Strategic Management at Cass Business School, City University, having previously been Professor of Strategic Management at London Business School, In his career he has consulted with many international organisations and been a television presenter

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