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From the HBR Case Study series, a big pharmaceutical company is under pressure to maintain sales in its leading product, a treatment for arthritis. The marketing VP wants to use an older Hollywood star, who uses the product successfully for her own arthritis, to promote the product on breakfast television, but with careful avoidance of mentioning the side effects she has experienced. The CFO of the company is sceptical about the plan and four experts give their comments.
This article reports on an interview with a former senior PR executive at AT&T, who describes his experiences as the company moved through a series of PR disasters during the 1990´s.
From the HBR Best Practice series, the authors describe how Samsung went about analysing the use of its 1 billion dollar annual marketing budget to ensure that it was putting every single dollar in the right place.
Most people with some international business experience can name two or three golden rules to observe when dealing with the Chinese, such as wear a conservative suit, take plenty of business cards and bestow gifts whenever you can. But for a successful interaction leading to a long-term relationship a bit more than this is required. The authors describe some of the fundamentals, focussing on the art of negotiation in China.
The first of a three-article feature on China in this month´s HBR, the authors describe the progress made in China over recent years towards becoming an attractive environment for business, the risks still involved with being there and define five main factors for success in this potentially enormous market.
The past decade has seen many examples of seemingly brilliant leaders rising meteorically to the top, only to be torn down by their own lapses in professional judgement and personal conduct. The article describes some classic cases and makes some suggestions on how to avoid the trap of reckless leadership once power has been achieved.
China is no longer just a country with cheap labour and massive market potential, patiently waiting for the West to exploit it. China is fighting back and developing its own powerful brands. The article documents the speed of penetration into Western markets of some of these products and points out that these are not being taken seriously enough by Western companies.
Lean manufacturing has transformed production-based companies, but can it be used in the service sector? The author describes how the concept was introduced, with some success, in a financial services company, pushing performance to new heights.
There is still a mythical aura around the “new economy”. But what effect did IT really have on companies and their ability to compete? The author, a senior manager at McKinsey & Co, studied labour productivity in the US, Germany and France over two years and its connection to corporate IT spending and she summarises her findings in this article.
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