John Kao Quotes About Decisions

Quotes about: Decisions

• Every day, there are 770 million Cokes consumed, which means that there are 770 million purchasing decisions made each day regarding the product. To support those decisions, the company must constantly reinvest in its marketing links to its customers. As a result, a high level of creativity must go into everything the company does, from cause-related campaigns - Coca-Cola and its sponsorship of the Olympic Village in Atlanta, for example - to new catch phrases, commercials, marketing slogans, advertising campaigns and promotional tie-ins.

  John Kao

  Creativity, Mean, Atlanta

  Interview with Joel Kurtzman, www.strategy-business.com. October 1,1996.

• All of these creative ideas and decisions about new ways to reach the consumer can be tracked with regard to how well they are working, whether and how they are building awareness for the product, how well they motivate the consumption of the product, and so on.

  John Kao

  Ideas, Creative, Decision

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

• In a large pharmaceutical company, where it's a big bet, you're going to need finance people to be involved in the decision-making because the investment can run into the hundreds of millions of dollars. You're going to have to run scenarios. You might even need agreement from the C.E.O. to make that type of decision. If it's an incremental, low-cost decision in a marketing-oriented company, it may be a very different set of stakeholders a lot further down in the organization.

  John Kao

  Running, Organization, Agreement

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

• The larger the price tag, the more you have to adopt what I call the postmodern management approach. What I mean by that is that you have to use everything when you make a decision.

  John Kao

  Mean, Price Tag, Decision

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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