The Marking Enterprise

1. Front Matter

   Pages i-xii

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2. Introduction: Back To Basics

   • Jean-Claude Thoenig, Charles Waldman

   Pages 1-7

3. Marking: A First Cut

   • Jean-Claude Thoenig, Charles Waldman

   Pages 8-22

4. Proactive Marking: The Royal Canin Way

   • Jean-Claude Thoenig, Charles Waldman

   Pages 23-44

5. Reactive Marking: The Wal-Mart Way

   • Jean-Claude Thoenig, Charles Waldman

   Pages 45-65

6. Essence Of Markings

   • Jean-Claude Thoenig, Charles Waldman

   Pages 66-96

7. The Right Mindset

   • Jean-Claude Thoenig, Charles Waldman

   Pages 97-121

8. Spoiling The Marking Process

   • Jean-Claude Thoenig, Charles Waldman

   Pages 122-158

9. Societal Embedding

   • Jean-Claude Thoenig, Charles Waldman

   Pages 159-178

10. Building and Governing A Territory

    • Jean-Claude Thoenig, Charles Waldman

    Pages 179-193

11. Organizing A Moral Community

    • Jean-Claude Thoenig, Charles Waldman

    Pages 194-212

12. Conclusion: Who Gets What from Marking

    • Jean-Claude Thoenig, Charles Waldman

    Pages 213-218

13. Executive Summary

    • Jean-Claude Thoenig, Charles Waldman

    Pages 219-220

14. Back Matter

    Pages 221-241

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Based on their studies of successful firms, the authors highlight two main paths to success. As well as delivering a groundbreaking new analytical framework, they also provide practical advice to practitioners on avoiding pitfalls and taking decisions while elaborating their marking discipline.

• business
• evaluation
• rating
• science and technology
• success

JEAN-CLAUDE THOENIG is a Senior Research Fellow at 'Dauphine Recherche en Management' (university of Paris Dauphine). He has been a professor at INSEAD for many years. A sociologist by training, his research and teaching cover issues linked to organization and policy-making management. His publication record makes him an internationally respected scholar. He is a co-founder and the first chairperson of EGOS (European Group for Organizational Studies). He has a long and intensive experience as a consultant and as an executive coach with major global companies and governmental bodies.

CHARLES WALDMAN is a faculty member of INSEAD (Fontainebleau). He has a doctorate (DBA) from Harvard Business School and has been the dean of ESSEC, a top French business school. His research and teaching cover marketing. He is a well-known international reference in retail distribution and service marketing. He is in charge of several executive education programs for leading global companies. He is also involved in management consulting. He has also been Senior Vice President (Marketing) with Club Med Inc. in New York.

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