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The three-decade-old era of record profit growth companies have been enjoying is coming to an end. A new study titled ‘Playing to win: The new global competition for corporate profits’ by the McKinsey Global Institute predicts that as the business environment turns more uncertain and hypercompetitive, profits, particularly in traditional manufacturing sectors, will shrink even as industry leaders find themselves fighting for a shrinking pie. Based on data from 30,000 large companies from across the globe, the study states that even as profit growth shifts from heavy industries to ideas-based industries such as pharma, media, finance and information technology, life at the top won’t be easy, with the winners creaming a bulk of the profits. Emerging market companies, tech and tech-enabled firms are disrupting traditional business structures and altering perhaps forever the rules of business. The McKinsey research report lays out these new rules of survival and success for companies. One above all: disrupt your business before someone else does.

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