Excellence in Market Activation
Business Management Review January 2010 by Courtland Jenkins, Geoff Tuff
Activation In a maturing market with increasing competition from Asia, new products being released by chemical, plastic and fiber manufacturer Eastman Chemical Company (Kingsport, Tenn.) were lagging behind other offerings in the market. To uncover new opportunities and drive growth in such an environment, Eastman's leadership team recognized a need to improve the company's skills and capabilities around marketing and innovation.
With sales of the new design lagging, Eastman's team realized it needed some outside help. The company engaged Cambridge, Mass.-based Monitor Group to help redouble efforts to generate insights into how value was being created in the market—and how to translate those insights into an integrated market activation plan.>>