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Article
Publication date: 27 February 2009

Veit M. Etzold

In the course of the St Paul year 2008 and 2009 Christians in the whole world are commemorating St Paul. This essay aims to trace the footsteps of St Paul and consider the success…

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Abstract

Purpose

In the course of the St Paul year 2008 and 2009 Christians in the whole world are commemorating St Paul. This essay aims to trace the footsteps of St Paul and consider the success factors that every strategist needs to make people enthusiastic about a product or an idea and nevertheless behave in a sustainable and ethical manner.

Design/methodology/approach

The six key performance indicators/methods of St Paul of spreading the gospel are analysed (global presence, networking, customer segmentation, keep it simple, time based competition and integrity) and compared to current distribution strategies of sales people and analysts of customer behaviour.

Findings

St Paul was a very successful power seller, but, differing from many other nowadays power sellers (take Madoff), he was selling his product in an ethical way, because he himself was also deeply convinced of the product, i.e. Christianity. Sales people can learn from St Paul, that big ticket sale will only work in the long run if combined with ethical sales behaviour. If sales organisations do not believe in the products they sell, they are doomed to fail in the long term. The current credit crisis, which originated in the sales of bad products with good sounding names is a prominent example..

Practical implications

By comparing abstract processes like sales and distribution to historical figures and their actions, it is easier for management to grasp ideas. Furthermore, stories stick better in the head than numbers. Corporate storytelling like the story of St Paul can help executives to get a clear idea of a topic and – different from “empty flipchart brainstorming” – give a good basis for management offsites and workshops.

Originality/value

By using strategy metaphors, business strategists can stretch their thinking. Linking a non‐business topic (St Paul) to a business topic can help to view one's own business from a fresh perspective.

Details

Business Strategy Series, vol. 10 no. 2
Type: Research Article
ISSN: 1751-5637

Keywords

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Article
Publication date: 5 September 2008

Veit Etzold and Ted Buswick

This article seeks to distinguish between rhetorical and cognitive metaphors and argues in favor of “pushing past the fault line.”.

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Abstract

Purpose

This article seeks to distinguish between rhetorical and cognitive metaphors and argues in favor of “pushing past the fault line.”.

Design/methodology/approach

Too much of strategy is locked in a toolbox approach that often makes solutions appear much easier than they are. One way of broadening the way one thinks about strategy is to bridge the gap between business and other disciplines. Ideas from the world outside business can be made useful for the strategist via metaphorical associations. This paper discusses William the Conqueror and Madonna as strong candidates for useful metaphors.

Findings

Metaphors are a powerful tool in business to understand partners, customers, and market participants.

Practical implications

The goal is to encourage metaphorical exploration, both in thought and practical use, by the readers.

Originality/value

It furthers the concept of interdisciplinary thinking by offering specific ways to use metaphors in business.

Details

Business Strategy Series, vol. 9 no. 5
Type: Research Article
ISSN: 1751-5637

Keywords

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