Word: managersâ
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Parachuted into Brioni's school?founded 20 years ago after company chiefs saw a need for in-house training for the next generation of master tailors and middle managers???the London students aim to absorb all the best tricks and traditions behind the Italian company's signature handmade suits. Though the students include aspiring designers of women's wear, jewelry and shoes, the school believes the men's-tailoring know-how and Italian alta moda culture that rub off will be useful for the careers of all of them. "This is a chance to actually see real craft in action...
Unlike gutsy founding fathers, corporate managers???responsible to boards of directors and subject to intense public and political scrutiny?are often less willing to risk, to dare, to take the calculated gamble on an innovative product or imaginative idea. Yet it was precisely far-out ideas that gave capitalism the creativity that it sometimes seems to lack today. For corporations, a prime challenge of the 1980s will be to find means of restoring the verve of the entrepreneurs, while preserving the best of modern management techniques...
...What he finds in the U.S. is a phalanx of giant companies, perhaps 500 in all, dominating the landscape. The competitive market has largely disappeared, the victim of an advertising machine that creates and manipulates demand (mostly, he maintains, by means of commercial TV). Well-schooled technicians and managers???the "technostructure"?run the show. Though a certain profit level is still necessary for survival, profits are no longer the primary goal. The technostructure's chief aim is self-perpetuation through corporate growth...
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