Revenue growth management in the COVID-19 crisis.

Autor:	Land, Simon, Lyn, Sheldon, Murphy, Ryan, Reynders, Pieter, Saa-Seoane, Joel
Předmět:	COVID-19 pandemic CRISIS management REVENUE management CONSUMER preferences CONSUMER behavior
Zdroj:	McKinsey Insights; 5/15/2020, pN.PAG-N.PAG, 1p, 4 Color Photographs
Abstrakt:	The fundamentals of revenue growth management remain, but CPG companies will need to pivot fast to respond to the crisis and lay the groundwork for the next phase. To succeed at RGM in the next normal, CPG companies need to focus on consumers, shoppers, and customers, and define scenarios for each. CPG companies will need to redefine their customer segmentation and purposefully tie investment amounts, components, and size to the new segmentation. [Extracted from the article]
Databáze:	Complementary Index
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