Ben & Jerry's: The Inside Scoop: How Two Real Guys Built a by Fred "Chico" Lager PDF

By Fred "Chico" Lager

Whereas Ben & Jerry's is likely one of the top cutting edge and socially accountable companies, this story is as a lot an instance to younger marketers of what to not do because it is a version of precisely what to do. Lager, former CEO of Ben & Jerry's, used to be one of many company's early avid gamers, leaving within the Nineties, and he writes an enthralling tale in regards to the $200 million, publicly traded firm, which originated in a rehabbed fuel station the place its founding fathers as soon as ate saltines and sardines and slept on freezer chests all iciness so as to open through spring. Ben Cohen's commitment, advertising and marketing brilliance, and creativity and Jerry Greenfield's burnout, resignation from the corporate, and go back are all faithfully documented, besides the commitment of the creation staff to the correct that has characterised Ben & Jerry's. Lager captures the humorousness that stored the corporate dealing with tough instances, yet that humor dissipates into whining whilst the writer reaches the years whilst he and Ben have been at ideological odds. these few chapters apart, this company background should be an idea to these suffering from their very own younger companies in addition to a good learn in case you simply love ice cream.

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Extra info for Ben & Jerry's: The Inside Scoop: How Two Real Guys Built a Business with a Social Conscience and a Sense of Humor

Sample text

To carr y ou t particula r flow s o f work , for example , serv e t o defin e jo b descriptions an d clarif y roles . Thi s clarity , i n turn , help s peopl e under stand what their responsibilities are and what the measures of success are. People throughou t th e organizatio n ca n direct thei r attentio n t o what it takes t o achiev e competitiv e advantag e an d wi n customers , n o longe r wasting time in functions that focus o n thei r ow n internal goals and tha t may not trac k with what the compan y as a whole needs t o do to succeed .

In th e end, the dimension s ar e al l interrelated. "We thin k growt h i s th e grea t rallyin g cry, " explains Chri s Torres , manager o f business strategy and communications . "I f we're doing everything right , w e shoul d b e growing. " Bu t growth , o f course , mean s in creased marke t shar e an d revenues , an d "yo u can't gro w unless you'r e efficient," h e observes . Judging FCSD' s efficienc y involve s all the usua l financial yardsticks: return o n sales, return o n assets, number o f inventory turns, an d s o forth.

Ford' s Custome r Servic e Divisio n (FCSD ) an d OSH A provid e examples fo r chapter s 2 an d 3 , which wil l b e followe d b y a discussio n (chapter 4 ) o f the generi c horizonta l organization . Chapter s 5- 8 explore in greater detai l th e architectures o f the other four specific organizations . The fina l portio n o f th e boo k (chapter s 9-12 ) is devote d t o discussin g how yo u ca n buil d th e horizonta l organizatio n tha t i s exactly right fo r your company' s particular needs .

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