The MADStrat approach is inherently multi-disciplinary and draws from strategy, innovation, culture, finance and marketing.

Our principals have published extensively in the business press across a range of topics relating to strategy, technology and customer value. Below are a selection of these materials, categorized by type:

  • Articles
  • Case studies
  • Commentary


Wall Street Journal: M&A Blind Spot

Wall Street Journal M&A Blind Spot Article

Pulling off a successful merger or acquisition is a daunting management challenge as only about one in every five deals actually succeeds in creating shareholder value. But there’s a step companies could take to improve their odds: pay more attention to marketing strategy during the negotiations.

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T2’s research reports represent the distillation of our thinking on important business topics. In order to enable us to build communities of common interest around these topics, we ask that you share some details about yourself and the basis for your interest. Please note that we only respond to professional email addresses, not personal ones.