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Joseph Lampel began his career believing that strategy is the answer but has recently concluded that it might be the answer to the wrong question. Joe was awarded a Ph.D. degree in management by McGill University for good behavior. He subsequently spent seven years at Stern School, NYU, trying to break into show business. He resides at Cass Business School, City University London, an institution that happily accommodates his quest to find the answer to strategy's unanswerable questions.