Breaking Compromises

by Silverstein, Michael J.; Stalk, George

• ISBN13: 9780471384335
• ISBN10: 047138433X
• Format: Hardcover
• Copyright: 2000-04-01
• Publisher: John Wiley & Sons Inc

Summary

Praise for Breaking Compromises "Take this book along on your next business trip. In about the time it takes to jet from New York to Chicago, you will gain fresh, practical insights into today's most challenging consumer goods topics, from e-commerce to globalization." -Robert A. Eckert, President and CEO, Kraft Foods, Inc. "These essays detail how successful companies find ideas, bring together resources to test them, learn from their mistakes, and, ultimately, how they succeed." -Steven S Reinemund, President and COO, PepsiCo, Inc. "Branded manufacturers need to refocus on developing new products to fend off consolidating retailers and private labels. Retailers need to uncover the missing link between the company's strategy and its implementation at the front line to provide the kind of service customers are demanding. The challenge is continuous innovation, which is about ideas and process, not one or the other. The essays in Breaking Compromises speak to the most pressing issues across the entire range of consumer businesses today." -William D. Perez, President and COO Worldwide Consumer Products, S.C. Johnson & Son, Inc. "The consumer industry is undergoing a revolution, not only in how its products and services are made, distributed, marketed, and sold, but also in how consumers learn about, shop for, purchase, and repurchase them. The ideas in Breaking Compromises will help you not only to survive the upheaval in your environment but ultimately to leverage it for improved performance and the highest returns." -Indra K. Nooyi, Senior Vice President Corporate Strategy and Development, PepsiCo, Inc. "If the past decade has taught us anything about retail, it is that change is not only inevitable, it is imperative. To stand still is to declare defeat. To overcome complacency, outsmart and outexecute the competition, and stay ahead of shifting markets, a business must constantly and consistently replenish its stock of fresh insights. This compendium of business practices and wisdom is a very good first step." -Dan Finkelman, Senior Vice President Brand and Business Planning, The Limited, Inc.

Table of Contents

Preface	ix
Acknowledgments	xi
Breaking Compromises	3	(5)
George Stalk, Jr.
David Pecaut
Benjamin Burnett
Part One: Operating Efficiency
Don't Get Trapped in the Skills Gap	8	(4)
David C. Edelman
Jeff Levitan
Make in a Week What You Sell in a Week	12	(5)
Neil S. Fiske
Price by Design, Not by Default	17	(5)
Michael Grindfors
Matthew A. Krentz
Henry M. Vogel
Building Partnerships Through Discovery	22	(4)
Rebekah Padgett
Philip Siegel
When to Deconstruct	26	(5)
David C. Edelman
Dieter Heuskel
Starting Fresh: Taking a Value Approach to Costs	31	(4)
Katrina Helmkamp
Jacques Chapuis
The Power of Direct Store Delivery	35	(10)
Marin Gjaja
Henry M. Vogel
Part Two: Retailing
Reinvigorating the Core: The Retailer's Challenge	45	(4)
Felix Barber
Capturing the Missing $30 Billion	49	(3)
Richard Lesser
Cynthia R. Cotney
Inner Cities Are the Next Retailing Frontier	52	(3)
Michael E. Porter
Mark Blaxill
Jean Mixer
Levels of the Game in Frequency Marketing	55	(4)
Tracey Breazeale
Thierry Chassaing
A Frontline Without Limits	59	(4)
Anthony Miles
Yves Morieux
Systematic Value Creation in Retail	63	(8)
Matthew A. Krentz
Kevin Waddell
Part Three: Marketing and Selling
From Lone Rangers to the New Selling Elite	71	(4)
Carlos Costa
Lindy Hirschsohn
Anthony Pralle
The Research Advantage: The Marketplace Meets Management	75	(4)
Jeannine Bergers Everett
Give Us Your Tired, Your Poor, Your Neglected Customers	79	(4)
Dean Nelson
To Your Health	83	(6)
Felix Barber
Part Four: The Consumer
Segmenting for Innovation	89	(4)
Jeannine Bergers Everett
Philip Siegel
Winning a Segment-of-One at a Time	93	(4)
David C. Edelman
Saba Malak
Consumer Distemper	97	(5)
David Pecaut
Joan Dea
Customer Retention: Beyond Bribes and Golden Handcuffs	102	(4)
Thierry Chassaing
David C. Edelman
Lynn Segal
One Size Doesn't Fit All	106	(7)
Jeannine Bergers Everett
Barbara B. Hulit
Part Five: The Brand
Total Brand Management	113	(4)
David C. Edelman
Michael J. Silverstein
Brand Renaissance	117	(4)
David Pecaut
The Brandnet Company	121	(4)
Antonella Mei-Pochtler
Philip Airey
Experience Your Brand	125	(4)
George Stalk, Jr.
Creating a Flawless Brand Experience	129	(4)
Michael J. Silverstein
The CEO as Total Brand Manager	133	(5)
George Stalk, Jr.
Managing Brands for Value	138	(9)
Rolf Bixner
Jim Hemerling
Rob Lachenauer
Part Six: E-Commerce
Boom or Bust On-Line	147	(4)
Thierry Chassaing
Matthew A. Krentz
William J. Meurer
Branding on the Internet: Navigating Around the Hype	151	(4)
Dennis Goldstein
Richard Lesser
Miki Tsusaka
Serving the E-Generation	155	(3)
David C. Edelman
Carlos Bhola
Andrew Feiler
Myths andRealities of On-Line Retailing	158	(4)
David Pecaut
Winning on the Net: Can Brick-and-Mortar Retailers Succeed on the Internet?	162	(11)
Joseph C. Davis
Steven H. Gunby
Part Seven: Global Markets
Global Conquistadors	173	(3)
Philip Siegel
Michael J. Silverstein
Meeting the Local Challenging in China	176	(5)
John Wong
Marcus Bokkerink
The Uncompromising Asian Organization	181	(6)
Marcus Bokkerink
Wahid Hamid
Rediscovering the Asian Promise	187	(6)
Wahid Hamid
Dave Young
Part Eight: Staying Ahead
Believing in Growth	193	(3)
Jacques Chapuis
The Paradox of Success	196	(3)
Barry Jones
Michael J. Silverstein
Achieving Domain Expertise	199	(4)
Barry Jones
Michael J. Silverstein
Seeds of Destruction	203	(8)
Michael J. Silverstein
Emmanuel Huet
Manage Your Value	211	(6)
Michael S. Deimler
James M. Whitehurst
Six Challenges for the New Millennium	217	(6)
Michael J. Silverstein
Index	223