Any topic (writer’s choice)

Serious question: Should #growth always be ultimate measure of competitive advantage?
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Research & analyze the problem for Danone & other public companies where purpose is only allowed to thrive when accompanied by incessant growth. Is growth – at all costs including sacrificing “purpose” – always the bottom line measure of competitive advantage? Can companies survive or even thrive on purpose as differentiating factor attracting and retaining enough happy customers for reasonable profits to be sustained?