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Tom Stemberg: How Do You Succeed In Business During a Recession? | Big Think скачать в хорошем качестве

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Tom Stemberg: How Do You Succeed In Business During a Recession?  | Big Think
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Tom Stemberg: How Do You Succeed In Business During a Recession? | Big Think

Tom Stemberg: How Do You Succeed In Business During a Recession? New videos DAILY: https://bigth.ink/youtube Join Big Think Edge for exclusive videos: https://bigth.ink/Edge ---------------------------------------------------------------------------------- The founder and former CEO of Staples explores strategies for finding success in a recession. ---------------------------------------------------------------------------------- TRANSCRIPT: Topic: Managing and Thriving in a Down Market Stemberg: I’m Tom Stemberg. I’m the Managing General Partner of the Highland Consumer Fund. Question: Where are the biggest opportunities in today's economy? Stemberg: Without question, a lot of entrepreneurial ideas come out of challenging times. I always say that entrepreneurs are folks who turn adversity into opportunity. A good example of that is right now, in the retail space, and I tend to invest in the retail space, you can finally afford to open units in Manhattan again. Over the past decade, rents were so absurd that unless you had ridiculous price points at obscene gross margins, you couldn’t possibly afford to pay the rent. Well, that’s changed very dramatically over the last 12 months. And that unbalance, I think, a good thing. And we will see lots of great ideas spawned out of this downturn. Engineers who get laid off from big companies are going to start new companies. And those kinds of companies are going to change things, going into the future, be that in communications, be that in energy, and be that in lots of other areas. Question: How should companies approach branding in a down market? Stemberg: First of all, obviously, those entities, which are positioned as value brands, will do better than those who are perceived as high price or having frills to it. So to be clear, you want to be there. But having said that, what you don’t want to do is begin to move away from your fundamental brand position, just kind of a temporary fix during a downtime. So what we’ve seen lots of people do is during these times, say, well, you know, I’m brand X and I’m going to create something called kind of brand X and where they use to sell brand X to full price retailers and also kind of brand X to Wal-Mart and COSCO. And then, what happens is the full price… full service retails… I’m not going to do business with these guys anymore. And next thing you know, they basically destroy their entire brand equity. And that’s happened too often. So you had to be very careful in sticking to what your brand stands for in the consumer’s mind. Question: What is the story behind generic brands? Stemberg: Well, the generic brands were an outgrowth of the Jimmy Carter stagflation years, where the economy was declining and we can buy net with a high double digit, almost 20% interest rates. Fortunately, we don’t face that today. The… The inflation was running rapid and I got to be very clear with you that I did not invent generic brands, I copied them. A company in France called [Tagfur] had created something called [IB], which were so-called free products, free from advertising, free from expensive marketing, just the fundamentals. My boss at Jewel, a gentleman named Don Perkins, saw this in Europe and brought it back to his company and say, guys, you got to try this. And some of the divisions, the bigger divisions, didn’t want to run with the idea because they worry it would cannibalize their private label at lower margins, etcetera. I was the head of marketing at Star Market in Boston, where we had a very high quality reputation but a high price reputation and I said, this is a big idea that if we entrepreneurially move forward this, we could change our price perception overnight. Therefore, we copied it, we branded it No Name brands ‘cause a great low cost restaurant in Boston called the No Name and we figured… we live of that, we called it No Name brands. And it turned out to be an overnight success. And we didn’t have to advertise it ‘cause we hold the news media, climbing all over it. And the prices are so dramatically low, it took care of itself and was a very interesting venture that overtime kind of, you know, saw its time come and go. Question: Is this a good time to explore international opportunities? Stemberg: Well, I think there’s a couple of things that I’d say. As I reflect back on my Staples career, and gosh there’s lots of things I’m incredibly proud of having done, including giving a leadership position on the Internet, one I’m less proud of is how we approach international because frankly, we approach international too soon. Read the full transcript at https://bigthink.com/videos/tom-stemb...

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