Showcasing new trends in Management & Strategy
 
Curb your Enthusiasm
An article from the January 2002 issue of Fast Company, which talks about the initiative taken by Harley Davidson, to extend their reach to the general public. Ironically, hard-core Harley Davidson fans ended up harming the sales of the bakes with their Hell's Angels reputation. Read about Harley's Rider's Edge program, which is an effort to get more customers, keeping their image intact.
 
Get Your Buzz to Breed Like Hobbits
This article which appears in the January 2002 issue of Business 2.0 talks about how Gordon Paddison, New Line's senior vice president for worldwide interactive marketing, used viral marketing to promote the movie The Lord of the Rings, by co-operating with the unofficial fan sites, rather than shutting them down.
 
Coming attraction
This article from Darwin magazine is about a new net startup Netflix that runs an online DVD rental. The interesting part however is in the way in which they are going about their business.
 
Reaching the Billion Dollar Brand Mark - A Review of Today's Global Brands. (Complete report - PDF)
The ACNielsen Global Brand Report identifies those brands that have sales over a billion dollars (US) as well as a geographic presence in all of the major regions of the world. The study findings are based on data from thirty countries, which account for 90% of the world's gross domestic product (GDP) and are spread across all of the core geographic regions. Over two hundred brands were researched for this study. One of the key findings of the study is that of the 200 plus brands researched only 43 brands actually met the criteria of having a global presence in each region and having over a billion dollars in sales.
Although the list of brands may not be all-inclusive due to coverage limitations, it does provide a significant look into the globalization of our consumer brands.
 
16th Business Outlook Survey (PDF)
This report by CII covers a broad spectrum of Industry groups and activities of the small and medium industry members all over the country. It relates to the actual performance of industry during January-June 2001 with the forecast for July - December 2001
 
A New Twist for Online Marketing
The Web's first treasure hunt is aimed at pet owners and sponsored by Friskies. A small New York company hopes to spark the next big online game trend with online treasure hunts. The company, Tom Inc., has applied for a patent for its Net-based hunt idea and will kick off its first hunt, aimed at pet owners and sponsored by Friskies, on Nov. 12.
 
A Prescription for Growth in India

The report by McKinsey which stresses on productivity, as the route to growth in India. The complete report, is available for download, once you have registered (which is free). It also gives access to all the other McKinsey reports. A summary of the article which appeared in McKinsey Quarterly, is available here.
The McKinsey Global Institute has been studying the barriers to economic growth in various countries for nearly a decade. The study on India which was released last week is the thirteenth in a series of fascinating country studies. There were studies conducted earlier in countries as diverse as Germany, Australia, Sweden, Korea and Brazil. The genesis of the research can be traced to some of the heated debates which raged in the US during the recession of 1990. The Japanese were on the rampage and US industry was on its knees. Expectedly, there were fears that America would be hollowed out and hence cries for protection.
The McKinsey Global Institute went deep into the issue and came up with an answer that was far ahead of its time. America need not worry. It's strengths in services and higher productivity would see off the Japanese attacks, it concluded. That was bang on target. The US Economy entered its longest post-war expansion while Japan sunk into a painful recession.
The project was on. The questions to be pursued inlater studies also became clear. What is it that makes some economies succeed? How important is productivity in driving growth? The McKinsey Global Institute brought in outside scholars to help. These included Robert Solow of MIT, Richard Cooper of Havard, Jose Scheinkman of the University of Chicago and many others. The outside expertise allowed the 13 country studies to blend the insights of two sciences: management and economics.
While there are differences in each country study, the broad conclusions are the same one that come out from the new one on India. One, higher productivity can drive economic growth. Two this will happen if markets are allowed to operate freely. Of course, this often leads to criticism that the consulting firm is merely mouthing the fashionable certainties of market fundamentalism.
What makes the entire international project important is the fact that it relentlessly focuses attention on the importance of higher productivity. This is something that governments don't necessarily understand. Hence the single-minded obsession with higher investments, an approach that helped destroy many economies in Asia in 1997. The real issue of contention is not whether McKinsey is correct in it's championing of higher productivity. What is debatable is whether it's a bit too optimistic about the possibilities of productivity-led growth. Can an economy like India's really start growing at 10% a year by 2005? That's where the main doubts creep in.

 
Creating the Digital Customer
Everyone knows the digital economy has had a tough year. Most major stock markets are down. Many leading digital companies are downsizing. And the hype about dot-com millionaires has quickly given way to doom and gloom with headlines like "Is there life in eCommerce?" Which way will the market swing next?
 
Competing in the Digital Economy (PDF)
The key trends driving the new economy are consolidation, globalization, changing social attitudes and the explosive growth in communications and information technologies. Andersen looks at the new types of business activity in this report.
 
The CMO's New Challenge: Evolve Marketing to a Profit Center
Chief marketing officers for financial services providers must re-orient marketing departments to revenue or profit centers. Such a fundamental change will require radical shifts in marketing philosophy and restructuring of marketing departments.
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