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Outside Your Company

In: Marketing Revealed

Author

Listed:
  • Willem Burgers

    (China Europe International Business School)

Abstract

This final chapter argues that what we do outside our company is a lot more important than what we do on the inside. Unfortunately, we all feel more comfortable on the inside. I also point to the strange fact that companies seem to be least interested in those ideas that cost little or nothing to implement, or that actually save money, but that have significant positive impact on sales, profits, and customer satisfaction. I offer my own theory on why this might be so and suggest a remedy. Finally, I point to the fact that companies sometimes seem to be without management. There are people running around busily, giving speeches, holding meetings, but nothing happens, certainly nothing new happens. I point out that in the end we have to do things, we have to try things, we have to initiate action, we have to let the market decide, we have to give the market something to decide. Success is determined outside our company.

Suggested Citation

  • Willem Burgers, 2008. "Outside Your Company," Palgrave Macmillan Books, in: Marketing Revealed, chapter 19, pages 175-187, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23087-3_19
    DOI: 10.1057/9780230230873_19
    as

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