Luc De Brabandere
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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.
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.
ISBN: 9780385361002
Unabridged Download