Dambudziko: Tsvaga izvo Vatengi Vanoda uye Vape Kwazvo
Zvinogona kuonekwa semafungiro akajeka ikozvino, asi kutsvakurudza kwenyika kwakanga kuri kuchinja mune imwe nguva. Kwemazana emakore achitevera Kuwedzerwa Kwekukuru, makambani aiva nehutungamiri hwemhuri kuenda kumagadzirwa ekugadzirwa, kushambadzira, uye kutengesa.
Mishonga yakagadzirwa mune kambani ma laboratori ayo aionekwa seasayenzi uye chinangwa. Makambani akagadzirisa michina kuti asangane nezvido zvekugadzira uye kushambadzira kusimbisa kuti kana vatengi vangangotenga uye kushandisa zvishandiso zvakashambadzirwa, zvose zvingave zvakanaka.
Kuisa Tsvakurudzo Mukudhinda
Chinhu chinoshaikwa mune ino tsvakurudzo uye nzira yekuvandudza ndiyo yekutsvakurudza. Pachiratidzo cheNeil McElroy, Procter & Gamble akabatanidza dots . Kana Procter & Gamble aida kuziva kuti vatengi vaida chii, kuitira kuti vagone kuitengesa, zvino kambani inoda kunzwa zvakananga kubva kune vatengi. Procter & Gamble yakanga inowanzova mutengi wemiti yakagadzirwa uye, saizvozvowo, vazhinji vevashandi vekambani vakanga vari veimba.
Mazana evakadzi vakanyoreswa kuti vaite mabasa avo edzimba neProter & Gamble mishonga, uye vanorondedzera migumisiro yezvakaitika kwavari nezvibereko.
Mashoko akawanikwa kuburikidza neongororo idzi dzekutsvaga munharaunda yakashandiswa kunatsiridza Proter & Gambles 'zviripo zvekutengesa uye kuzivisa kugadzirwa kwezvinhu zvitsva. Pfungwa yezesayenzi shure kwekugadzirisa nzira yekutsvakurudza kwevatengi kwaiva D. D. Smelser. A Johns Hopkins University vakapedza kudzidza neF.D.
mune zvehupfumi, ndiye Doc Smelser kune vamwe vatariri paMutter & Gamble.
Chokutanga chakashandiswa neMutter & Gamble kushanda mune imwe bhizinesi rebhizimisi rakagadzirirwa kugadziriswa kwemashamba emari, Doc Smelser yakasimudzira tsika yeChitter neGamble munzira dzakawanda. Apo vatevedzeri veMutter & Gamble vaipfeka yunifomu yakagadzikana yezvigadziro, Smelser akaratidza mumucheka wemitambo. Nekunamata kwake, haana kutora zvimedu uye nguva nenguva aida kutengesa uye kutengesa mibvunzo kune vatariri vakuru kunze kwekutanga.
Iro cerebral Smelser yakashamiswa apo vatariri vaisagona kupindura mibvunzo pamusoro pekuti Mashandiro eProter & Gamble akanga achishandiswa sei kana kusashandiswa. Akanga ane pfungwa yokuti kambani inofanira kuziva zvakawanda pamusoro pekushandisa kwekushandisa kuitira kuti iite kutengesa kunobudirira . Pakazosvika 1925, Smelser akanga ane hutungamiri hwakakwana hwakasununguka paMutter & Gamble kuunza kugadziriswa kweDhipatimendi reDzidzo reMari rinotungamirirwa nemumwe kunze kweSmelser. Kusvikira iye akasiya basa muna 1959, Smelser akawedzera dhipatimendi rekutsvakurudza misika kune imwe nyanzvi yezvebhizimisi.
Misika Inotsvakurudza Kubva Kare
Vatsvakurudzi veMutter & Gamble, avo vakaita nhaurirano yemasuo nemasuo nevatengi, vakanyatsosarudzwa panzvimbo dzavo.
Kufanana nevanhu vanobhadharwa kushanda kuDisneyland, kana kuti Harvey vasikana vekudhindwa kweFred Harvey muma1900, makore makumi matatu nemasere, Procter & Gamble vatsvakurudzi vesarudzo vakasarudzwa pamusana pemagumisiro avangave nawo kune vatengi vaisangana navo mumunda.
Munhu anokwidziridza akabhadhara chikoro chevakadzi vechidiki vaipedza kudzidza vachizvininipisa uye vakaratidza kuve kwakanaka kwaiita Smelser kumiti yeProter & Gamble. Izvi zvakagadziriswa nemaoko zvitunha zvaive zvakagadzirirwa kuva neunyanzvi pakutsvaga mhinduro dzechokwadi uye dzechokwadi kubva kune vashandi vari mumunda vakabvuma kutora chikamu mumabasa ekutsvakurudza emusika.
Hondo yePutter & Gamble vatsvakurudzi vekugogodza vakagogodza pamasuo uye vakagadzirira vaiti veimba vanozvipira nemibvunzo pamusoro pega yega yega yega yega yega yeimba yekambani iyo yaive nechigadzirwa kana yaifunga nezvekugadzirwa kwezvinhu.
Kuumba tisinganzwisisiki kutaurirana tisingatyisidzi (paichiri kushanda nesimba), vatsvakurudzi vemumunda havana kutakura chero mabhidhiyo ebhidhiyo, zvinyorwa zvekunyora, mazita kana maitiro emhando ipi zvayo. Vatsvakurudzi vemumunda vaifanira kuva nekuyeuka kwakakwana kwemashoko ehuwandu hwemashoko avakanyora kubva pahurukuro dzavo nevanenge vachiita zveimba . Pane imwe nguva ivo vakanga vadzoka mumotokari dzavo, vanotsvakurudza izvi zvinoshamisa vakanyora zvose zvavakarangarira uye vakadzidza.
Shamba remhepo yekutsvaga tsvakurudzo yakave yakadzika uye yakafara, zvichiita kuti zvinoshamisa zvikamu zvakanyatsonaka zve data. Doc Smelser akashanda kuMutter & Gamble kwemakore 34, uye panguva iyoyo, vakadzi 3 000 uye kuputika kwevarume vakaongorora tsvina.
Vatsvakurudzi vakadzidza nezveMutter & Gable's products uye pamusoro pemakwikwi emiti . Iyo kambani yakagadzira makwikwi ekukwikwidza kubva kwesimba rekutsvakurudza uku, izvo zvakaita kuti Smelser apinde munyika yekutengeserana. Nekutsvaga kwakanyanya kwakanyanya naSmith kwakaratidza mukuedza kwake kukudziridza tsvakurudzo yemunda, akazoziva ruzivo rwekutengesa shure uye mberi . Smelser aigona kudzokorora zvakananga nhamba dzevateereri kuti vashamise vateresi vemasitereti emaredhiyo avo vakanga vasingazivi zvakadaro.
Sources
Bhizimisi reAmerica, 1920-2000: Kushanda Kwaro - P & G: Kuchinja Kutarisana Kwekutengeserana Kwevatengi (2000, May 2) Zivo yeKushandira Vatungamiriri veBhizimisi. Cambridge, MA: Harvard Business Review.
Grey, Paula (2010, August 8). Bhizinesi Anthropology uye Mutsika weMutengi Wezvigadzirwa [White paper for Association of International Product Marketing & Management (AIPMM)]
McCraw, Thoms K. (2000). Bhizimisi reAmerica, 1920-2000: Kushanda Kwaro Kwakaita Kushanda , IL: Harlan Davidson. ISBN: 0-88295-985-9 (Bhuku racho chikamu cheHarlan Davidson's American History Series).