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Fiona Dawson: “My imperative is around breaking down barriers for people”

Chartered Management Institute

Images: Alastair Staley Share Share to Twitter Share to Facebook Share to LinkedIn Share via email CMI’s new president Fiona Dawson CMgr CCMI on good and bad management; the leaders who inspired her; and helping managers navigate climate change Back in 1988, Fiona Dawson arrived at Mars for a graduate trainee role. She was 21.

Reis 104
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Craft an Attention-Grabbing Message

Harvard Business Review

And venture capitalist John Doerr, who has invested in green technology, likes to say, "We can bail out the economy — we cannot bail out the environment." In a TV commercial for outdoor gear maker REI, we see the backs of two women who are sitting atop a peak, taking in the scenery at night, when the announcer intones, "October 28th.

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Retailers Can’t Rely on Holiday-Season Gimmicks Like They Used To

Harvard Business Review

All of these require year-round dedication to management and marketing, rather than once-a-year sales gimmicks. Outdoor retailer REI does this well across their channels including email, mobile, website, stores, in-store kiosks, and print. For instance, one of the most popular gifts last year was a gift card from Starbucks.

Retail 8
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Make Customers Want to Buy Offline

Harvard Business Review

Yet for each Radio Shack and Barnes and Noble fighting for its life, there are still those beloved corner stores and discount chains that manage to thrive. Backcountry.com and Zappos, for example, are excellent online retailers, but they haven’t displaced REI or the local shoe store, because people value that hands-on expertise.

Retail 8