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Business 2030

by Dr Helen Edwards
Indian Management May 2023

Marginal behaviours, choices, and ways of life can be eye openers in their own right, even where they are likely to remain at the fringes. Never mind that the behaviours are seemingly confined to the fringes; there are entrepreneurs who believe there is scope for mainstream expansion and see growth where others see only issues, confusion or nothing much at all.

Dr Helen Edwards is Adjunct Associate Professor of Marketing at London Business School. Dr Edwards is also author, From Marginal to Mainstream: Why Tomorrow’s Brand Growth Will Come from the Fringes - and How to Get There First.

Latest Articles

Empathy in action

Organisational Culture

When organisations fail to embed inclusive values into everyday conversations, meetings, and decisions, those values become easy to sideline. Strategic communication brings coherence, clarity, and emotional resonance to inclusion work.
by Charlotte Otter
Indian Management September 2025

Flying forward: Sensitivity and sensibility

Strategy

At its heart, aviation safety is not a checkbox—it is a covenant. A covenant that calls for vigilance from institutions, empathy from leaders, and maturity from citizens. If India is to truly honour those we lost, our collective promise must be clear: never again through neglect, never again through complacency. 
by Dr Rajeev Kumar Mehajan
Indian Management September 2025
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More From The Category

Flying forward: Sensitivity and sensibility

Strategy

At its heart, aviation safety is not a checkbox—it is a covenant. A covenant that calls for vigilance from institutions, empathy from leaders, and maturity from citizens. If India is to truly honour those we lost, our collective promise must be clear: never again through neglect, never again through complacency. 
by Dr Rajeev Kumar Mehajan
Indian Management September 2025

The mindful pivot

Strategy

Mindfulness is more than a missing key in business. It is a doorway. One that leads from stress to resilience, from ego to empathy, from chaos to clarity. The business case is compelling, but the human case is even stronger.
by Josephine McGrail
Indian Management August 2025
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