Ralph E. Grabowski - marketingVP - fact-gathering, analytical Marketing to steer the enterprise

 

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Kodak case study

Kodak case study
M/E Ratio™ as a management tool
Opportunity selection process

"You identified our problem, and our solution, in the first hour!"

The problem and my assignments
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M/E Ratio™, an investment in Marketing
Results and payback
A role model for established companies
About Eastman Kodak

 

M/E Ratio™, an investment in Marketing

The first page of the workbook, and the first overhead, were the Marketing/Engineering Investment Ratio™ data.

The Division head picked up his pencil and drew a line on his handout connecting the dots - from the lower left in the "Failures" grouped at M/E Ratios under 0.1 , to the upper right in "Successes" clustered at M/E Ratios above 1.  He had immediately grasped the positive relationship of the M/E Ratio™ with business success.

The before-and-after Marketing/Engineering Investment Ratio™ (M/E Ratio™) of this Kodak Division is confidential.  In this case, the exact numbers are not important.  Kodak MASD management realized that the source of their problem was an M/E Ratio™ that was fundamentally too low.  They comprehended that the solution involved first raising the M/E Ratio™.  

They took immediate and decisive steps to increase their M/E Ratio™ dramatically.

 

 
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