2015 Bottom-up Marketing Tourism 
Harvard Business Review
NOVEMBER 27, 2015
The top 10 companies in the Global Empathy Index 2015 increased in value more than twice as much as the bottom 10 and generated 50% more earnings. Average earnings among the top 10 were up 6% this year, while the average earnings of the bottom 10 dropped 9%. Indeed, 16 out of bottom 25 firms are FTSE companies.
Harvard Business Review
MAY 27, 2016
Instead of getting into a price war or squabbling over a shrinking market, both disruptors and incumbents find new ways to create value. This benefits customers – both the high-end customers being chased by incumbents, and the low-end or middle-market consumers being served by disruptors — and the industry at large.
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