Third Part – The Breakthrough

Klaus Backhaus ()
Additional contact information
Klaus Backhaus: Universität Münster Marketing Centrum Münster

A chapter in Hurdle Race Marketing, 2013, pp 59-80 from Springer

Abstract: Abstract The meeting was not yet over. During a coffee break Mark Etting therefore approached Ernie Grey and expressed his doubts to him. But Ernie Grey was not about to entertain any negative thoughts or mood of depression. “We’ll approach the process of change with a positive attitude and plenty of verve, Mark. We must win over our colleagues and the workforce because we really cannot carry on as before. I still find your ideas convincing. You shouldn’t allow yourself to be so easily discouraged. Nevertheless, we must insist that everything we recommend should be measurable – just like it is on the cost side –, even though, admittedly, this is far more difficult for the revenue side.”

Keywords: Market Orientation; Standard Machine; Product Advantage; Coffee Break; Cost Leader (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-02444-4_3

Ordering information: This item can be ordered from
http://www.springer.com/9783658024444

DOI: 10.1007/978-3-658-02444-4_3

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().