O autor pensa que é um problema americano
"We created our problem by:
- Devoting our creative energies to cost control.
- Trying to mimic Walmart’s success with a low-price strategy.
- Trying to compete with developing countries when our cost structure is higher.
- Failing to recognize that Walmart has been trying to distance itself from its low-price persona for almost a decade.
- Ignoring the numbers showing that Amazon’s top line growth has come at a significant reduction in bottom line performance.
- Chosen to try to compete on price instead of innovation, thinking that innovation is more difficult to achieve. (Given how hard you’ve been working with little to show for it, is that really true?)"
Não, não é um problema americano, embora na América se abuse. Alternativa?
"At the same time we’ve:
- Viewed Apple’s success as an aberration instead of a guide to our success.
- Attributed Panera’s ability to raise prices throughout the recession as a function of its ‘newness’ rather than a well-thought out strategy.
- Ignored the fact that companies like Kraft Foods, Ritz Carlton, Nieman Marcus, Johnson & Johnson have long, storied histories of growing with premium prices.
Isn’t it time that you focused your attention on WOWing your customers with new, innovative ideas? Isn’t it time to refocus the depth and breadth of your organization’s talent on creating things customers can’t wait to get rather than trying to compete on price like everyone else."
Trechos retirados de "
A Disturbing Trend in Pricing?"
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