McKINNA et al Pty Ltd was formed in 1983 when Dr David McKinna returned from Cornell University (USA) after completing a PhD in business with a marketing major. Cornell is one of the USA's most prestigious Ivy League schools which consistently rates in the top ten business schools in the world.
At the time, 'strategy' as a discipline was virtually unheard of. However, by the 90s, 'strategy' had become a business buzz word with virtually every type of consultancy claiming to have strategic expertise. In reality, most were researchers, marketing specialists or economists, but few were strategic thinkers. The researchers took a scientific approach, the marketers took a creative, brand-based approach and the economists took a market analysis approach to strategy.
In contrast, McKINNA et al has continuously offered an integrative and holistic approach based on high-level commercial insight rather than functional expertise. It's the difference between 'information', 'knowledge' and 'insight'.
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