Word: switzerland
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Brabeck was called back to Switzerland in 1975, and after the turbulence he had just lived through, "Vevey seemed as boring as hell," he recalls. Within three months, barely enough time to hang the curtains and find a school for the eldest of his three children, he was on a plane back to Chile along with his family, this time as Nestle's local marketing director. Three other executives had turned down the job, nervous about the political turmoil. Brabeck jumped...
Something similar happened five years later. Brabeck returned to Switzerland as deputy head of the Latin American division, expecting to settle down in Vevey for three to five years. But within weeks, there was a management crisis in Ecuador, and he was parachuted in to become the new general manager. This time his Chilean-born wife refused to go with him. She stayed in Switzerland with the children, and she and Brabeck divorced. But there too Brabeck showed his famous persistence. Ten years later, on his 50th birthday, the couple remarried...
...then he was back in Switzerland, in charge of marketing. When CEO Helmut Maucher began redefining Nestle's product and branding strategy, he leaned increasingly on Brabeck. He even took to calling Brabeck Suslov, a joking reference to Mikhail Suslov, notorious chief ideologist of the Soviet Communist Party. The new product strategy involved grouping all Nestle products under six global brands, including Nescafe, Nestea and Nestle itself. Once it was launched, Brabeck grew restless and asked to be sent back into the field. Maucher was then in his mid-60s and close to retirement. Brabeck technically reported to the chief...
...issue Brabeck is explaining a lot these days is the big data project he has put in place. Dubbed GLOBE, an acronym for global business excellence, it involves as many as 2,000 people worldwide working to define and standardize everything the company does. Switzerland, Singapore and Peru were the first to switch to the new data system last November, and they found they were able to eliminate a mass of duplications and redundancies in their systems--for example, tens of thousands of customers who were listed several times in databases, alongside vendors who had gone out of business. Among...
That may depend on where you stand. When TIME's Board of Economists met during the World Economic Forum in Davos, Switzerland, late last month, the perspectives varied according to geography. "The U.S. economy is on steroids," said a worried Pascal Blanque, chief economist at the French bank Credit Agricole. Blanque fears an America bulking up on dangerous deficits, a lax monetary policy and the falling dollar. "The European economy is on tranquilizers," retorted Laura D'Andrea Tyson, dean of the London Business School and former chair of the Council of Economic Advisers in the Clinton Administration. She argues that...