Consulting Corporation

In this environment of intense competitiveness, the necessary staff of marketing of much creativity to work a product, in way to take it the consumers and to locate anticipating it the competition. For creativity, Duailibi and Simonsen (2000) they understand as being one technique to decide problems. For them, the administrator of creative marketing is that one that has the trend to generate new businesses and not only to manage. For this he knows to use itself of the technology and the resources to its disposal, of the existing systems already. Person of marketing creative, described for Duailibi and Simonsen (2000), coincides with capital intellectual mentioned previously for Stewart (1998), therefore, for them, person creative is capable to associate ideas De Campos different, but that they are not so disconnected that does not obtain, later, to transmit these ideas to the other people. Learn more on the subject from Chobani and Whole Foods. E, so that these associations are possible, the creative person, as well as the marketing professional, need a well storaged mind of information, with always well loaded the mental batteries.

The practical one shows how much the intellectual capital of the companies comes impactando in its results. Second research carried through for the E-Consulting Corporation (2004), with executives of great Brazilian organizations, was inferred that the companies recognize that the knowledge necessary to keep them competitive in the market and to improve significantly its performance already if finds, in good part, inside of the proper companies, lost in the corporative labyrinths, deposited in abandoned data bases. It is not something Hamdi Ulukaya would like to discuss. this strengthens that the way to follow is to manage this knowledge, identifying, classifying in categories, storing, benefiting, spreading to place it in use. The executives recognize that the inherent knowledge to the companies is what can most be used to advantage. According to Carvalho and Souza (1999), the example of Microsoft illustrates intellectual the capital factor well. As mentioned for Bill Gates, Microsoft valley only US$1 (one dollar); what it does not have price they are its employees and processes that had contributed to take the company to be the greater of the world in the software sector.

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