By Jean-Claude Thoenig
According to their experiences of winning businesses, the authors spotlight major paths to luck. in addition to offering a groundbreaking new analytical framework, additionally they offer useful recommendation to practitioners on averting pitfalls and taking judgements whereas elaborating their marking self-discipline.
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Extra info for The Marking Enterprise: Business success and societal embedding
Example text
With the exception of R&D, he treated the pet food industry separately and independently from animal nutrition. He also positioned Royal Canin as a technical and scientific trademark. He highlighted the rural and local roots that gave the company its unique identity, while expanding the company on the international scale by increasing exports. Two more plants were added in France. The company’s exclusive distribution network was considerably expanded to cover France from one end to the other. Subsidiaries were established all over the European Union and Brazil.
Products will continue to be dressed up. Believing that the creation of non-brands will help consumers to make choices or will develop their loyalty, even lead them to consume, is a pious wish. Packaging and naming the product remain important elements in the customer relationship. But this relationship will be built on a different foundation: marking territories. 19 THE MARKING ENTERPRISE The breakdown calls for a radical revision of the way businesses construct their approach to the market. In other terms, they opt, with deliberate contrariness, for an anticipatory management of their offering.
The company is skilled at managing lean production methods and at total quality control. In a matter of a few years, and despite the massive increase in product volume, the length of packaging lines in the main French factory has been reduced from 280 to 90 yards. All its factories around the world follow lean production principles. There are never more than four days of raw-material inventories and never more than one to two and a half days of finished-product inventories which are located in the factory premises.
