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Título:
MARGENES ELEVADOS Y LA BUSQUEDA DE COHERENCIA ESTETICA

Title:
HIGH MARGINS AND THE QUEST FOR AESTHETIC COHERENCE

Autor(es):
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Autor(es): AUSTIN, ROBERT D.

Fuente del inglés:
HARVARD BUSINESS REVIEW, VOL.86, NO.1, JAN., 2008, P.18-19)

Fuente del español:
ARCHIVO SEA 29478

País(es)
DINAMARCA

Materia(s):
PRODUCTOS--CALIDAD; MERCADOTECNIA--ADMINISTRACION; GANANCIAS; UTILIDADES; PRODUCTOS--ADMINISTRACION; HABILIDAD ARTESANAL

Resumen:
The article mentions a study concerning the idea of aesthetic coherence in products, which produces significant profit margins. Examples include Vipp, a company founded by Holger and Marie Nielsen that makes premium household items. Vipp's trash bins are built by European crafts people and sell for about 500. Bang & Olufsen, a Danish audio company that produces products for the high-end market, is also mentioned. The inability of Wal-Mart to make a transition to higher-end fashion lines is attributed to the company's lack of aesthetic coherence. Plans for creating aesthetic coherence should avoid low-margin businesses and focus on the quality that consumers are willing to pay for.

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