Research Currents: Carpe Diem, Take Advantage of Time

Paula A. Sneed

Describes how Kraft manage marketing, information and research to obtain competitive advantage. The key to competitive edge lies in appreciating the importance of timing, in all aspects of marketing, and managing it.

Carpe Diem, Take Advantage of Time

Paula A. Sneed Senior Vice President, Marketing Services Kraft Foods, Inc.

As competition gets even more intense - and there's no reason to believe it's going to get any less intense - and as the adoption of new technologies by consumers, the media, and corporations moves faster and faster, businesses are finding that the best source of competitive advantage is time:

'Today, time is on the cutting edge. The ways leading companies manage time-in production, in new product development and...

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