What Is Your Personal Measure of Success?
As Table 5.1 indicates, the corporate measures of performance for Marketing and its affiliated groups do not always generate the appropriate incentives for optimizing value creation. Consequently it is particularly important for people in these areas to have personal measures of success that focus more broadly on value creation rather than just on the performance metrics for this function.
An illustration of this point is provided by a company that had a global expansion strategy calling for a significant presence in Asia. At the time the company was embarking on this strategy, its market share in Asia ...
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