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Introduction Part one: Strategy Chapter 1. BCG (1): Lunch with Bruce Chapter 2. BCG (2): Why are prices falling? the experience curve explained Chapter 3. BCG (3): The value of market share Chapter 4. BCG (4): The playground or segment Chapter 5. BCG (5): The life cycle Chapter 6. BCG (6): Finance at the service of strategy Chapter 7. BCG (7): The BCG matrix Setting perspective Chapter 8. Beneteau (1): The little one that wriggles and the big one that snoozes Chapter 9. Beneteau (2): Strategy isn't just for big companies Chapter 10. Eurest (1): The value of market share in services Chapter 11. Eurest (2): When shareholders fight Chapter 12. Essilor (1): Why is profitability falling and debt soaring? Second part: Implementation of strategy (at Essilor) Chapter 13. Essilor (2): Strategic insight through the portfolio Chapter 14. Essilor (3): Parting with dilemmas and dead weights to start growing again Chapter 15. Essilor (4): Pulling the rug out from under competitors: attacking USA (Sola) Chapter 16. Essilor (5): Starting from scratch in a non-existent market: China in 1990 Chapter 17. Essilor (6): Europe supplies the ammunition (cash) Chapter 18. Essilor (7): Allying with Japan, the Nikon-Essilor JV Chapter 19. Essilor (8): When korean genius forces progress Chapter 20. Essilor (9): India, the other huge market Chapter 21. Essilor (10): A leader is never quiet: the us between 2000 and 2013 Chapter 22. Essilor (11): Entering the deeptech business Chapter 23. Essilor (12): On Sola's land: Australia" Chapter 24. Essilor (13): A global leader needs to be at the forefront of every continent: latin America Chapter 25. Essilor (14): The essential role of governance Conclusion. Dinner with Sato Appendix 1. Illustration of some of the strategic concepts presented in the first part of book 2. After Essilor: Xavier's active "retirement" and skills transfer 3. Try Strathena 4. Xavier's library 5. Pierre's Library

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