The Marketing Challenge - An alternative theory of natural selection
This article was authored by Diane Harrison. She principal and owner of Panegyric Marketing, a strategic marketing communications firm founded in 2002 and specializing in a wide range of writing services within the alternative assets sector. A published author and speaker, she has over 20 years' of expertise in hedge fund marketing, investor relations, sales collateral, and a variety of thought leadership deliverables. http://www.panegyricmarketing.com.Ă‚ Ă‚
It's 2013: a new year, an opportunity to start a fresh YTD performance chart, and a chance to climb a little further out of the 2012 hole in which a fair amount of the alternative investment world wallowed. January is often a time when investors and managers forge resolutions to do better - take stock of portfolios, review what seems to be working and what seems to be off, and implement a course of action for the coming year.
Fiscal cliff avoidance aside, the alternative landscape appears littered with potential pitfalls, pratfalls, and protracted performance slumps. Some of us might feel that a trip to the Galapagos Islands would be more enjoyable than diving into the fiscal waters of 2013, so it could be interesting to filter this viewpoint with a little evolutionary context courtesy of Charles Darwin.
There are many proponents and opponents of Darwin's theory, engaging in a lively debate that has spanned more than a century. The theory goes something like this:
Darwin's general theory presumes the development of life from non-life and stresses a pure......................
To view our full article please login