Perhaps the best approach for management in the 21st century would be to combine the two in a balanced way so that companies know exactly what their markets want and the give it to them.
References
Hall, T. M (2007). Becoming Authentic: The Search for Wholeness and Calling as a Servant Leader. Cloverdale Books
Hersey, P. And Blanchard, K.H. (1969a). Management of Organizational Behavior...
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