Magazine article Marketing

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Magazine article Marketing

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Article excerpt

Delivering success in marketing is getting harder. 'Faster time to market' and greater demands for innovation are more than trendy phrases. This is, and always has been, the essence of progress in marketing, but the means of delivering it are changing and a new breed of professional, the bridging manager, is emerging.

At IMM, we have carried out an in-depth survey of this new strain of manager. The results show how interim managers meet the demands of today's marketing environment.

The survey revealed that 92% of bridging managers believed they were working at between 71% and 100% productivity in their bridging role, compared with 79% achieving that level when they had been employed in a permanent role.

Of greater significance, bridging managers felt their input made greater use of certain skills - namely problem solving (37%), communicating (26%), analytical and logical thinking (23%) and creative thinking (27%). These are just the skills fast-track, innovative-driven companies need and expect from a top-flight manager. …

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