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|Articles - February 2013|
|Monday, January 28, 2013|
Page 3 of 6
Boyle has heard the criticism, seen the numbers and is making adjustments accordingly. Today “elevating the brand” is the company mantra, he says. “But could we have better financial results if we took a slightly different approach? To the extent we think we can, we will be modifying our behavior.” In fact, last fall the company began tweaking its innovation strategy, aiming to roll out new products at a more sustainable pace.
The plan has lofty origins: Diffusion of Innovations, a widely acclaimed book based on a study of hybrid-corn adoption in the 1950s. The model shows how new ideas and technologies are diffused throughout the population. “There are the early adopters, the early and late majority, and then there are the laggards,” says Boyle, pulling out a chart summarizing the concept. “Laggards are the people who are going to get a phone call from the phone company saying we’re taking away your rotary now.”
Where is Boyle on the Diffusions of Innovation scale? A self-identified laggard, on account of his Twitter- and Facebook-free status. Boyle also owns a 7-year-old hunting jacket “not because we don’t continue to improve, but because I know where stuff is and it’s still working great.”
The Columbia plan is to spend more money on sales and marketing so consumers have more time to learn about and latch onto Omni technologies. “It’s all about timing, cadence,” says Boyle.
It’s also about getting the company’s entrepreneurial rhythm back. Between 2001-04, Columbia was producing profit margins in the 20% range, the kind of surplus that allowed the company to build a great balance sheet, Boyle says. The company has no debt and holds about $200 million in cash. “But you could argue,” he says, “that we didn’t take advantage of the opportunity, and should have plowed more money into marketing to forestall other competitors from coming into the marketplace.”
Friday, July 18, 2014
BY JASON NORRIS | OB GUEST CONTRIBUTOR
Back in May, we shared a common Wall Street quote about investing, “Sell in May and go away.” Fast forward to July and the most common question we have been getting from clients is, “When is the market pullback going to occur?”
Thursday, June 26, 2014
BY ERIC FRUTS | OB BLOGGER
Last year, the housing market in Oregon—and the U.S. as a whole—was blasting off. The Case-Shiller index of home prices ended the year 13% higher than at the beginning of the year. But, was last year a blip, or a trend?
Tuesday, July 01, 2014
BY HANNAH WALLACE | OB BLOGGER
Demand for organic food continues to soar: Last year, sales of organic food rose to $32.3 billion — up 10% from 2012. In Oregon, organic produce wholesaler Organically Grown Co. has been championing organic growing methods for four decades.
Thursday, May 29, 2014
BY KIM MOORE
Transportation accounts for the second-largest source of greenhouse gases in the U.S. (28% in 2012), and the use of renewable fuels, such as biodiesel and ethanol, is booming in light of state and national programs to make transportation fuels cleaner.
Friday, June 13, 2014
BY CLIFF HOCKLEY | OB GUEST BLOGGER
This article summarizes the key considerations a building owner must keep in mind when thinking about leasing to a medical marijuana dispensary.
Wednesday, July 02, 2014
BY JESSICA RIDGWAY | OB WEB EDITOR
Dress for Success Oregon promotes the economic independence of disadvantaged women by providing professional attire, a network of support and career development tools.
Thursday, May 29, 2014
The CEO of Axiom EPM, Peri Pierone, and the co-founder of McMenamins, Mike McMenamin, share their recent reads.
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