"Quantum strategy" is the secret to Apple's success

08/1/2013 | Bloomberg Businessweek

According to quantum theory, an electron can be in two places at once -- and the best businesses are similarly capable of achieving two apparently contradictory things at the same time, writes Loizos Heracleous. Apple manages to out-innovate its rivals while also beating them on manufacturing efficiency, Heracleous points out, while Singapore Airlines offers both a better level of service and a superior cost structure.

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