6/12/2000
The usual compromise traps that most companies fall into—"lower price equals lower quality" is one typical snare—have got
to go, according to this collection of insightful articles from the Boston
Consulting Group (BCG). By analyzing a number of companies, such as Charles Schwab and
Amazon.com, that have dared to think differently about consumers, these
BCG consultants present a rich variety of perspectives. The articles, which
first appeared in BCG's proprietary Action in Consumer Markets
publication, raise tough
questions and provide creative answers on every aspect of consumer
markets, from e-commerce, branding and pricing to globalization and
navigating the value chain.