Word: burnses
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In one case, Burns looked at why one portion of a client's business--its cookies--were losing money and market share.
"We know that for a competitor to make money on a product, it must be investing in it, and that money must be coming from somewhere else," Burns says.
After identifying the competitor's moneymaking product, Burns did everything up to and including analyzing its packaging costs.
"Bain believes in an answer-first approach," Burns says. "It sounds confusing--how do you know the answer before you've done the work--but it's very hypothesis-driven."
According to Burns, the many different tools he has used in researching these solutions have paid off.