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CHUKHAREVA Evgeniia
LAST WEEK What do you remember? STARBUCKS Business Case PETER DRUCKER 5) Social impacts
6) Paradigms 7) Information
Lauder Business School
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Next week Chapter 8 & 9 PD GE Business case
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Key issues Business school Fallacy COPAFITH LS Standard Oil & Monopoly Specialization 1930 birth of Marketing Management is about human beings = Emotions Goal definition
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Chapter 2: Dimensions
Mission
Business must always in every decision and action put economic performance first
Chapter 3: Objectives
Mission: 1
PD: There is only one valid definition of the business purpose: TO CREATE A CUSTOMER EV: TO CREATE AND MAINTAIN A CUSTOMER
Chapter 3: Objectives
Mission: 2
TO CREATE AND MAINTAIN THE CUSTOMER
Price Premium Referrals Reduced Operating Cost Increased Purchases Base Profit
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Main issue 1 is: Create serve and maintain the customer
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Cheese opens ostensibly as a letter from Frans Laarmans to an unnamed correspondent. Laarmans has decided to leave his position at the General Marine and Shipping Company as a clerk, a job in which "there's nothing really sacred about." Through Van Schoonbeke, a recent acquaintance who has introduced Laarmans to a circle of businessmen, he is offered the sales district of Belgium and the Grand Duchy of Luxembourg, a country smaller than its name. He will sell cheese, tons of it, even though he has no sales experience.
Upon his wife's advice, Laarmans asks his brother, a doctor, to give him a certificate for a leave of absence due to medical reasons. His brother decides that "neurosis" will enable him to take three months off and still have the ability to return to his old job should the cheese business venture fail. Laarmans begins his business, which-after neurotic hours of agonizing over a name--he calls General Antwerp Food Products Association, or GAFPA. But, before he can start selling cheese, he has to set up his office. For the ensuing weeks, he tracks down office supplies--second-hand desks, typewriters, a telephone--and gets his office arranged. He places an ad for salesmen, but he never sells cheese, a product that he eventually admits his dislike for. He finally makes a small sale to the businessmen in Von Schoonbeke's circle.
It turns out that his reason for leave of absence, neurosis, is an apt description of Laarmans. He cannot sell cheese because he is afraid of what people will think of him. This is ably illustrated in when Laarmans tries to make his first sale: "I can't go charging in while all those customers are there and bring the whole business to a halt while hold forth about my full-fat cheese. Because then it will turn into a lecture. But if I don't launch straight into it, then perhaps they'll ask, 'How can I help you, sir?' And the roles will be reversed." He doesn't quite make it into the shop. Instead, he skips down to a bar and has a few drinks. Eventually, he makes a small sale of two cases to the cheeseshop, leaving him still with tons in storage.
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Paul Vincent is an able translator. He translates Elsschot economically and tersely with relatively few Briticisms, and those that do appear shouldn't distract American readers whatsoever. In fact, it heightens the realism. Anytime I've heard the Dutch speak English, they say lorry for truck and cheek for guts.
In an odd move, Vincent places "The Author's Original Preface" after the novel's last chapter, giving the impression of a modernistic coda. This "Preface" is Elsschot's treatise on style and tells an unusual fable about blue skies and clouds. While interesting to writers, it will leave most readers confused.
Cheese is one of the very few comic novels that is able to escape its era and its culture. Though written almost seventy years ago, its situations are as fresh as today's office place. I suspect that there is a bit of Laarmans in everyone. Everyone eventually daydreams about leaving our daily jobs and making it on our own. Cheese may be a light alternative to those serious, weighty tomes everyone's dragging along on vacation. It could also be a perfect read the week after the sunburn peels. A succinct comic satire, its dry humor should be cherished and kept within easy reach on anyone's bookshelf. So many comic novels, and comic writings in general, feel as if they were plastic-wrapped American singles. Cheese is a full-fat Edam.
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Etc.
Revenues 2008 Employees $26.2bn 163.000 $21.4bn 144.000 $27.4bn 165.000 $22.7bn 135.000
Set your goals each year , apraise yourself against those goals and resign when failing to meet these goals for 2 years in a row
Question? Why will this never work with profit oriented organizations
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Main issue 2 is: Accountability
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Main issue 3 is: Innovation:
Not to innovate is the largest single reason for the decline of existing organizations
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1902 TEDDY BEAR Brooklyn candy-store owner and his wife introduced a plush brown bear in 1902. President "Teddy" Rooseveit lent his nickname. Early bears are now so valuable that a 1904 Steiff Teddy went for $166,000 at a 1994 Christie's auction.
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1904 ICE CREAM CONE Americans did not start eating ice cream out of cones until 1904-at the world's fair in St. Louis, Mo. The Smithsonian recognizes Abe Doumar, a Lebanese immigrant, as the inventor. He rolled a waffle from one stall and put ice cream in it from another and sold the combination. He then created a machine for producing the cone.
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1910 AUTOMATIC WASHING MACHINE Among those credited with making electric washing machines around 1910 was Alva J. Fisher. The machines used wringers to remove water from clothes. Truly automatic machines appeared in the 1930s. An early ad for a GE washer read, "If every father did the family washing next Monday, there would be an electric washing machine in every home by Saturday night. 1910 NEON In 1910 a French scientist named Georges Claude applied an electrical charge to a tube filled with neon gas (as opposed to a filament in a vacuum) and created a new kind of illumination. Car dealers did the rest.
1912 Vitamins 1912, by scientists Frederick Hopkins and Casimir Funk Lauder Business School
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1921 BAND-AID Johnson & Johnson sold $3 000 worth of handmade Band-Aids in 1921, the year it introduced them. A company cotton buyer, Earle Dickson, had created them at home for his accident-prone wife. He then convinced his boss that the strips had merit.
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1928 PEANUT BUTTER Peanut butter appeared in the late 19th century. Spoilage was a problem, however, so the first popular brand, Peter Pan, was introduced by Swift Packing Co. in 1928. It was licensed from Joseph L. Rosefield, who figured out how to create smooth, long-lasting peanut butter. Rosefield formed his own company in 1933 and created Skippy. Lauder Business School
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1929 TELEVISION A Russian-born American scientist, Vladimir K. Zworykin, demonstrated the first practical TV in 1929. But it took RCA, which owned NBC, 10 years before making the first national broadcast and producing its first line of TVs. In 1951 (the year I Love Lucy debuted) the networks extended broadcasting from the Northeast to the whole country.
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1931 Electric Razor 1931, by Col. Jacob Schick, who sold 3,000 the first year
1931 Stereo System 1931, by Alan Blumlein, working for Britain's EMI
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1933 DETERGENTS By adding surfactants-two-molecule, synthetic surface-active agentsto soap granules, Procter & Gamble created a washday miracle. Dreft was first, in 1933. The big gun, Tide, arrived in 1949.
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1935 Kodachrome Film 1935, brilliant color film based on invention by two young classical musicians
1937 Releasable Ski Binding 1937, by ski racer Hjalmar Hvam after breaking his leg
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1939 Jet Engine 1939 and 1941, independently by German inventor Hans von Ohain and Frank Whittle
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1949 Photocopier 1949, by Haloid (later Xerox), having acquired Chester Carlson's basic xerographic patents
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1953 Color TV 1953, by RCA, whose design beat out CBS 1954 Portable Home Dishwasher 1954, by GE
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1956 TV REMOTE First came the remote, then came the couch potato. The wireless Space Commander, which used ultrasonics to activate television controls, was invented by Robert Adler in 1956 and remained an industry standard for 25 years. Remotes now work by using an infrared light beam.
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1959 BARBIE A babe since 1959 and now worth almost $2 billion in sales annually, Barbie was fashioned by Ruth Handler Mattel's co-founder. The first doll wore a swimsuit and cost $3. Over the year Barbie's had 30 relatives and companions, but only one boyfriend, Ken.
1959 POP TOP CAN On a family picnic in 1959, Ermal Cleon Fraze found himself with a can of beer and no can, opener-one of life's major annoyances at the time. The solution came to him "just like that" one sleepless night. In 1963, Fraze, the founder of Dayton Reliable Tool Co., obtained the patent for a removable pull-tab opener for the tops of cans. Continental Can Co. created a non removable tab 16 years later. Lauder Business School
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1960 ORAL CONTRACEPTIVE Gregory Pincus and two colleagues revolutionized sex by creating the first effective birth-control pill, Enovid-10, introduced in the U.S. in 1960 by Searle.
1961 Oh, baby, what a convenience! Procter & Gamble's Pampers, born in 1961, were first used only for special occasions. Now the 95% of American parents who buy disposables will spend up to $2,100 a child to avoid washing diapers Lauder Business School
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1963 METAL TENNIS RACQUET Rene ("Le Crocodile") Lacoste, the 1920s French tennis champ turned clothing entrepreneur, invented a steel tennis racquet in 1963. It was distributed in the U.S. by Wilson as the T-2000 and quickly revolutionized the game.
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1970 SKATEBOARD California-no surprise-is the home of the skateboard. The sport, an orthopedist's best friend, took off in the 1970s after polyurethane wheels smoothed out the ride.
1973 CELL PHONE The first cellular phone was developed in 1973 by Martin Cooper at Motorola, and a test of 1,000 such phones followed in Chicago. The Federal Communications Commission authorized cellular service in 1982, and we haven't Lauder Business School shut up since. More than a third of all households in the U.S. subscribe. Page 41 PBA 2009/2010
1980 POST-IT One of the top five best-selling office supplies. To make Post-its, introduced in 1980, 3M had to develop the adhesive, primer, backside Lauder Business School coating and new manufacturing equipment
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Innovation: Distribution
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Innovation: Tods
Elisabeth Hurley
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Innovation: Caterpillar
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Innovation: Caterpillar
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Innovation: Caterpillar
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Innovation: Pfizer
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Innovation: Pfizer
PFIZER: Total revenenues: 2009 11,4 bln. $ Lipitor share 16% or 1,8 bln $
The Solution: Buying KING Pharmaceuticals for 3.6 bln. $ Saving on economies of scale $ 200 mln. Per year NPV Savings 1.2 bln.
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Last week
Question: What will Apple invent next?
What is in Education & Business Presentations still to be invented? EVO Innovation suggestions: -Meeting/dating APP -Glasses cleaning machine for 39,50 -The toothpaste innovation
Lauder Business School
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