Expect more.

In News on January 19, 2015 at 1:17 pm

The fact that I wasn’t surprised in no way diminished my sadness at last week’s news that Target would pull out of Canada. Pundits have roundly analyzed what went wrong, with a lot of emphasis being placed on things like inventory and real estate. I think, though, that there was a bigger, over-arching theme to this misadventure: Target took us for granted. It seems inarguable to me that the fundamental problem was a misjudgment about what it would take to please Canadians, and that makes it a failure of marketing. There are those who think marketing isn’t important work, or that anybody can do it. As of last week, 17,600 soon-to-be-unemployed Canadians might beg to differ. If you’re interested, you can find my critique of their Canadian launch as it unfolded, here and here. Comments, as always, are most welcome.

Winner of the 2012 National Business Book Award!

In News on April 11, 2012 at 1:00 pm

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