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" A company's commitment to searching out potential blockbusters and then investing in marketing to convert potential to reality attracts and retains top scientists and creatives. "

John Quelch

Potential

Commitment

Company

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John Quelch

Time

Brand

" Consumer behaviour changes in a glacial fashion. "

" Every company, large and small, has an impact on health. "

" When times are good, there is budget available for increased research on secondary products or customers. "

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" If you have market power like Nike, you can set terms that are much tougher because athletes value the endorsement of Nike - it means as much to them as it does to the company. "

John Quelch

Nike

Value

" You certainly don't want to market the president as if he or she were a box of breakfast cereal. "