Outside Your Company

Willem Burgers
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Willem Burgers: China Europe International Business School

Chapter 19 in Marketing Revealed, 2008, pp 175-187 from Palgrave Macmillan

Abstract: Abstract This final chapter argues that what we do outside our company is a lot more important than what we do on the inside. Unfortunately, we all feel more comfortable on the inside. I also point to the strange fact that companies seem to be least interested in those ideas that cost little or nothing to implement, or that actually save money, but that have significant positive impact on sales, profits, and customer satisfaction. I offer my own theory on why this might be so and suggest a remedy. Finally, I point to the fact that companies sometimes seem to be without management. There are people running around busily, giving speeches, holding meetings, but nothing happens, certainly nothing new happens. I point out that in the end we have to do things, we have to try things, we have to initiate action, we have to let the market decide, we have to give the market something to decide. Success is determined outside our company.

Keywords: Business Model; Customer Satisfaction; Marketing Manager; Organization Chart; Home Depot (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23087-3_19

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DOI: 10.1057/9780230230873_19

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