On Clare Goldsberry's 1998 book,Marketing Strategies:A Roadmap for Molders and Moldmakers," she addressed the concept of the"accidental molder"-the company that believed the world would come to it without strategy,effort,or focus.A lot has changed since 1998,however,and accidental molders(as Clare predicted)aren't succeeding anymore.Today,the industry is faced with low demand relative to available capacity.Globalization is exerting increasing performance pressures on quality,service,speed,pricing,and delivery.Add that all together,and you have a hotbed for desperation.
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