
A Beautiful Blunder Highlights the Need for Research
- By Kurt Steigerwald
Imagine a successful consumer focused business with tens of billions in annual revenue headquartered in the EU looking to grow profit and potentially gross margin in a captive, yet static market. Looking across the pond to the US, leadership in the business decides to mirror their American counterparts, assuming what is working in the States will translate to greater profit and revenue opportunities across the European and UK marketplace.