Word: marketization
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Dates: during 1990-1999
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Throughout his career, Juan Trippe had been driven by the great American instinct for seeing a market before it happened--and then making it happen. In a real sense, he fathered the international airline business. To do so, he took on the entire airline industry, and risked his company to see his vision through. You've just got to admire a guy like that...
Burnett's creativity was in stark contrast to that of some of his contemporaries, who built advertising companies around research and marketing expertise. Burnett forged his reputation around the idea that "share of market" could only be built on "share of mind," the capacity to stimulate consumers' basic desires and beliefs. To achieve this goal, Burnett moved beyond standard industry practice. Early ad schemes were based primarily on a foundation of carefully worded argument focused on the purported qualities of the product being sold. Images were mere decoration for the argument...
...company's name since 1924--hanging THINK signs everywhere, leading employee sing-alongs (corporate anthem: Hail to IBM) and dictating everything from office attire (white shirt, dark suit) to policies on smoking and drinking (forbidden on the job and strongly discouraged off it). IBM dominated the market for punch-card tabulators--forerunners of computers that performed such tasks as running payrolls and collating census data...
Ultimately, System/360, which revolutionized the industry, proved to be wildly successful as well. IBM's base of installed computers jumped from 11,000 in early 1964 to 35,000 in 1970, and its revenues more than doubled, to $7.5 billion. At the same time, IBM's market value soared from about $14 billion to more than $36 billion...
Leonard Lauder, chief executive of the company his mother founded, says she always thought she "was growing a nice little business." And that it is. A little business that controls 45% of the cosmetics market in U.S. department stores. A little business that sells in 118 countries and last year grew to be $3.6 billion big in sales. The Lauder family's shares are worth more than $6 billion...