AMERICAN business guru Dr Mortimer Feinberg brought his 'wake up' rallying call to East Lancashire last night to help local firms become world beaters.

Dr Feinberg urged more than 200 local firms and organisations to use their strengths to become more competitive at an ELTEC Investors in People dinner held at Ewood Park.

"Britain is a great country, but I feel there is a false sense of security because of its success in the past and some don't feel the need to compete as effectively as they should," said Dr Feinberg, a renowned author and one of the world's leading experts on business psychology.

"The world market doesn't have to recognise Britain any more. Companies have to exceed, not just match, their customers' expectations to survive and we have to get that message across.

"But businesses in East Lancashire have improved tremendously in recent years and there is a great deal of opportunity in this area."

Dr Feinberg said initiatives like Investors In People were vital to ensure the survival of British industry.

"People need to feel important and they need to feel involved in their organisation.

"I think Investors in People will help make Britain one of the great leaders of the industrial world again."

During his visit to the area, Dr Feinberg has visited RPC Containers of Guide, Loks Plasma of Haslingden and Pendle Aeroform of Burnley.

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