Luc De Brabandere

Luc de Brabandere is a fellow and a senior advisor in the Paris office of the Boston Consulting Group. He leads strategic seminars with boards, senior executives, and management from a wide range of companies looking to develop new visions, new products and services, and long-term scenarios to prepare for the future. He is the author or co-author of nine books, including The Forgotten Half of Change: Achieving Greater Creativity through Changes in Perception, and a regular columnist for various newspapers in France and Belgium. Prior to joining BCG, he was the general manager of the Brussels Stock Exchange.

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cover_9780385361002

Author: Luc De Brabandere and Alan Iny | Narrator: Alan Iny
Release Date: September 10, 2013
When BIC, manufacturer of disposable ballpoint pens, wanted to grow, it looked for an idea beyond introducing new sizes and ink colors. Someone suggested lighters.
 
LIGHTERS.
 
With an idea that seemed crazy at first, that bright executive, instead of seeing BIC as a pen company—a business in the PEN “box”—figured out that there was growth to be found in the DISPOSABLE “box.
$17.50
ISBN: 9780385361002
Unabridged Download
cover_9780385361002