Ideas at Work: The Reality of Costs

6 Pages Posted: 29 Jun 2010


Jules GoddardIf you think that cost cutting is the surest way to business success, wants to challenge every assumption you hold. Costs are an outcome of a sound strategy, he argues, never the goal of a strategy. Here, he offers a new perspective on what counts when it comes to costs. Jules Goddard

Suggested Citation

Goddard, Jules, Ideas at Work: The Reality of Costs. Business Strategy Review, Vol. 21, Issue 2, pp. 40-45, Summer 2010. Available at SSRN: or

Jules Goddard (Contact Author)

London Business School ( email )

Sussex Place
Regent's Park
London, London NW1 4SA
United Kingdom

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