Alfie Marcus on How Great Companies Can Rise Again

Sep 4, 2026

Comeback

Can Great Companies Rise Again?

Alfred Marcus

Hosted by Alfred Marcus

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Summary

Alfie Marcus is ordinarily the host of On the Cusp Between Strategy and Ethics, where he interviews authors about the intersection of organizational strategy, corporate responsibility, and the changing role of business in society. Today, however, I’m in the host seat and Alfie is joining as the guest to discuss his own new book, Comeback: Can Great Companies Rise Again? from the University of Toronto Press. Alfie is a Professor at the University of Minnesota’s Carlson School of Management where he holds the Edson Spencer Endowed Chair In Strategy And Technological Leadership. Comeback encapsulates more than 4 decades of research and teaching, seeking to understand why great companies struggle and how they can best chart a path back to success. Many people are familiar with the remarkable story of Apple, including its initial success, implosion, and the triumphant return of co-founder Steve Jobs. Most companies, even great ones, are not like Apple. They rise to prominence, plateau, lose relevance, and must navigate complex market conditions. Each chapter in Comeback presents a case study, walking readers through the companies major challenges, prompting them to think about how they might handle the issues faced by companies like Amazon, Intel, Pepsi, and Disney. For every major company that manages to reinvent itself, there are dozens that failed: think of Bed, Bath, and Beyond, Circuit City, Blockbuster, Toys R Us, Yahoo and many, many more. There are no simple solutions, magic bullets, or easy paths, even for well-positioned incumbents. To help listeners understand what makes for a great comeback story, I’m pleased today to speak with Alfie Marcus.

Alfred A. Marcus is a professor and Edson Spencer endowed chair in strategy and technological leadership at Carlson School of Management, University of Minnesota.

Caleb Zakarin is CEO and Publisher of the New Books Network.

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Alfred Marcus

As the Edson Spencer Professor at the Carlson School, I’ve spent my career helping students, scholars, and executives understand how companies succeed, why they fail, and how they can rise again. I’ve authored over 20 books and numerous articles in leading journals. My writings span immigrant entrepreneurship, demography, corporate turnarounds, and sustainability among other topics. My latest book explores how firms like Dell and Best Buy reinvented themselves. It is called Comeback: Can Great Firms Rise Again? It is published by the University of Toronto Press and will be available at the end of March.

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