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Rita McGrath cited re:  Start Ups

“It’s also much easier to value an established business than a sheer concept, because you have data to work with,” says Rita Gunther McGrath, an associate professor at Columbia Business School and co-author of MarketBusters: 40 Strategic Moves that Drive Exceptional Business Growth.

To read the entire Choosing a business? Why not skip the startup phase? article, click here.

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