The Silo Crisis
Published 10/30/2009
Author: David Aaker
David Aaker is vice chairman of San Francisco-based marketing consultancy Prophet. His latest book, Spanning Silos: The New CMO Imperative, was published in 2008.
Summary
There is a silo crisis. Product, country and functional organizational silos are creating waste and inefficiency and, worse, are leading to lost opportunities to develop great products and marketing programs.
For 100 years, autonomous organizational silos have been the answer to managing complexity, keeping close to customers and products, and holding managers accountable. However, they no longer work.
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Prophet
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