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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.

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