Jochem Kroezen – Business History

A Cambridge study, published in the journal Business History, claims that even though firms are accused of ‘spinning’ too much about their current operations, they could actually ‘spin’ more about their past. The research showed that companies could learn a lot from companies who emphasise the positive aspects of their own history. Earlier I spoke to one of the study’s authors Jochem Kroezen, Lecturer in International Business at the Cambridge Judge Business School.

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