Can Toilet Paper Be Black?

Santos, Carlos Oliveira

doi:10.1111/j.1948-7169.2009.00006.x

Design Management Review

2009

DOI: 10.1111/j.1948-7169.2009.00006.x

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Can Toilet Paper Be Black?

Carlos Oliveira Santos

Abstract: What does it take for a small company from a small country to survive in a global market? That's the guestion Renova needed to answer, and sometimes answers are found in unusual places—like the bathroom.

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2010

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Beating the big guys

2010

Strategic Direction

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PurposeReviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsGiven that size, status and power are so widely coveted nowadays, it's heartwarming to learn of instances where the smaller guy has outwitted a more eminent rival. Thanks to globalization, the issue is especially pertinent in the business world where encounters between corporate versions of David and Goliath are becoming ever more frequent. On the face of things, the outcome of these gladiatorial mismatches seems inevitable. Transnational organizations muscle their way into new markets wielding advantages in the shape of superior technologies, brand reputation and economies of scale. In response, domestic incumbents have little choice than to wave the white flag and accept their fate with dignity. Or do they?Practical implicationsIdentifies measures and strategies local firms can take to defend their position against global entrants into the domestic market. Points out actions taken to implement a companywide focus on innovation and design. Notes effective strategies for increasing demand for new products.Social implicationsPoints out the threat global firms pose to local culture and traditions. The potential for exploitation of labor and negative impact on employment is likewise noted.Originality/valueProvides insights and practical thinking about the role of ethical values and sustainability in today's business environments.

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Beating the big guys

2010

Strategic Direction

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Can Toilet Paper Be Black?

Abstract: What does it take for a small company from a small country to survive in a global market? That's the guestion Renova needed to answer, and sometimes answers are found in unusual places—like the bathroom.

Cited by 1 publication

References 1 publication

Beating the big guys

Beating the big guys

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