Os PIN's, as Qimonda's, as Rhode's, as multinacionais, pertencem a um mundo que foi estilhaçado:
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"The proliferation of successful small companies dramatizes how the security of majority market share - seized by a large corporation and held unchallenged for decades - is now a dangerous anachronism."...
"Most large markets evolve from niche markets. That's because niche marketing teaches many important lessons about customers - in particular, to think of customers as individuals and to respond to their special needs. Niche marketing depends on word-of-mouth references and infrastructure development, a broadening of people in related industries whose opinions are crucial to the product's success." (Moi ici: olhar para os clientes-alvo como clientes concretos, olhar na menina-do-olho deles directamente, não como tratá-los como miudagem, ou abstracções estatísticas)
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"Customer focus derived from niche marketing helps companies respond faster to demand changes. That is the meaning of today's most critical requirement - that companies become market driven."
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"Competition from small companies in fractured markets has even produced dramatic changes in how companies define their products. The product is no longer just the thing itself; it includes service..."
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As multinacionais são como os Golias que, perante uma nova realidade exterior, são impotentes para fazer face aos Davids... pequenos, rápidos, flexíveis.
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Al-Qaeda, Hezbolah, Hamas, versus exércitos regulares... exércitos com tácticas escritas em livros e que confiam em... ministros. Ahahah
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Trechos retirados do artigo de Regis McKena "Marketing in an Age of Diversity" publicado na revista Harvard Business Review em Setembro-Outubro de 1988.
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