Looking Back - the  key factors that drove the turnaround – from clear and decisive leadership; creating a true partnership with the business community, through to a zero tolerance policy in brand protection.

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Looking Forward – the  key issues and challenges that will drive the future – from finding the right balance in franchise management, and maintaining clear and strong leadership, through to the threats posed to the credibility of the brand by drugs in sport.

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Download Chapter 11 (To save to computer, Right Click and "Save As")