Ahaebook.com
Management Investing
The marketing department’s role in too many companies has been
limited to carrying out marketing communications. R&D invents the
product, and marketing writes the press releases and does the advertising.
Too many CEOs think marketing comes into play only after
the product has been made and must be sold. Marketing is run like a
one-night stand instead of a long affair.
Companies often must choose between taking the high road and
making the decent decision versus taking the low road and breaching
their customers’ trust. Tylenol took the high road when someone
tampered with its pills. It immediately recalled and destroyed its
stock. Intel took the middle road because it hesitated to replace a
chip that had a minor defect. Ford on occasions has taken the low
road by denying faults with some of its cars.
Each company department carries images or stereotypes of the other
departments. Most often they are not flattering. Furthermore, the
departments compete for the available resources, each making the
case that it can spend the money better. All this interferes with harmonious
working relations between departments.
Management is the task of making trade-offs and juggling contradictions.
Harvard’s Rosabeth Moss Kanter observed: “The ultimate
corporate balancing act: Cut back and grow. Trim down
and build. Accomplish more, and do it in new areas, with
fewer resources.”