Straker, Karla; Mosely, Genevieve; Wrigley, Cara - In: Strategy & Leadership 47 (2019) 4, pp. 34-42
Purpose: The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study with a global franchisee organization are presented. Design/methodology/approach: This tool was derived from...