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Kodak and Sony reached the pinnacle of success within their markets, but were unable to react to changes within those markets. Herbold, retired COO of Microsoft Corporation, examined 44 successful companies to discover 3 common mistakes made by previously successful companies. The mistakes generate 9 traps which can be avoided as companies like Proctor & Gamble and Apple did by anticipating unarticulated customer needs.
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With Chris Anderson's "The Long Tail" as a jumping off point, Iqbal, a Senior Planning Director with Ogilivy & Mather Advertising, presents why the single-minded brand proposition is an anachronism and will fall out of favor in the future. His paper also details 8 ways marketers and advertising agencies can harness the power of the Long Tail of brand communication.
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The recent recall of Mattel toys made in China is proof that modern supply chains are complex and require more than mastering work flow and logistics. Here, the authors offer that in a flat world, the world is our factory, and a new focus on networks, a balance between control and empowerment and optimizing value through integration.
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Pankaj Ghemawat disagrees that the world is flat, instead asserts that "the complex world of semiglobalization offers a far richer palette of business opportunities than a simple "borderless" world of uniformity and ubiquity." Here, he offers an antidote by addressing what still matters: distance and difference.
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Using the Slow Food Movement as a metaphor, Derek Cheshire suggests a slow approach to innovation. There is immense pressure to innovate quickly or to rush to market, but does this bargain of speed versus quality really benefit a company? He lauds the goal of creating "an innovative company whose structure and culture are conducive to long-term growth and sustainability."
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