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This free course was written by Hugh Reynolds, for the Executive Education team in The Open University Business School.

Except for third party materials and otherwise stated (see terms and conditions [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)] ), this content is made available under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 Licence.

The material acknowledged below is Proprietary and used under licence (not subject to Creative Commons Licence). Grateful acknowledgement is made to the following sources for permission to reproduce material in this free course:

Every effort has been made to contact copyright owners. If any have been inadvertently overlooked, the publishers will be pleased to make the necessary arrangements at the first opportunity.


Course image: © Image Flow/

Figure 1 (left): © The William Heath Robinson Trust

Figure 1 (middle): ©

Figure 1 (right): © Lynn Palmer/Alamy

Figure 2 © European Bioplastics

Figure 3: Price-value model: Adapted from © 1996-2015 McKinsey & Company

Figure 5: © RF Corbis Value/Alamy


© BBC 2011

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