NOTES

Introduction

1. The Boston Consulting Group (hereafter cited as BCG) Value Science Database; S&P Capital IQ.

2. BCG 2012; “Howard Schultz on Global Reach and Local Relevance at Starbucks,” BCG Perspectives, October 17, 2012, https://www.bcgperspectives.com/content/videos/leadership_management_two_speed_economy_howard_schultz_global_reach_and_local_relevance/.

3. BCG Value Science Database; Starbucks Corporation public filings.

4. Matt Ryan (global chief strategy officer), Starbucks 2014 Biennial Investor Day, http://news.starbucks.com/news/live-blog-starbucks-path-for-growth-outlined-at-2014-biennial-investor-day/.

5. BCG Value Science Database; Starbucks Corporation public filings.

6. Jessica Wohl, “Starbucks Rolling out Upscale Teavana Tea Cafes,” Chicago Tribune, April 29, 2014, http://articles.chicagotribune.com/2014-04-29/business/ct-starbucks-teavana-0429-biz-20140429_1_tazo-ceo-howard-schultz-seattle-based-coffee-chain.

7. BCG proprietary consumer research; BCG analysis.

8. BCG conducted a consumer survey in September 2014 (hereafter cited as BCG 2014 consumer survey) of more than 15,000 people in the United States and Europe, including representation from all income levels.

9. Ibid.

10. Ibid.

11. Jay Yarow, “Apple Crushes Earnings,” Business Insider, January 27, 2015, http://www.businessinsider.com/apple-q1-earnings-2015-1.

12. BCG proprietary company data; demand spaces have been introduced to
companies worldwide.

13. Source data compiled from BCG 2014 consumer survey; image developed at http://www.wordle.net/.

Chapter 1

1. BCG Value Science Database; L Brands public filings and analyst reports.

2. Michael J. Silverstein and Neil Fiske, Trading Up: Why Consumers Want New Luxury Goods—and How Companies Create Them (New York: Penguin, 2003).

3. E. Jerome McCarthy, in Basic Marketing: A Managerial Approach (Homewood, IL: Irwin, 1964), developed the Four Ps of marketing; BCG analysis.

4. BCG proprietary company research.

5. BCG proprietary consumer interview.

6. Samuel Ullman, “Youth,” in Jane Manner, The Silver Treasury: Prose and Verse for Every Mood (New York: S. French, 1934), pp. 323–324.

Chapter 2

1. BCG proprietary company research.

2. BCG Value Science Database; Whole Foods public filings and analyst reports.

3. Whole Foods Market History, company website, http://www.wholefoodsmarket.com/company-info/whole-foods-market-history.

4. Whole Foods Core Values, company website, http://www.wholefoodsmarket.com/mission-values/core-values.

5. Twitter, http://www.twitter.com/wholefoods/; Elizabeth Holmes, “Tweeting Without Fear—How Three Companies Have Built Their Twitter Strategies,” Wall Street Journal, December 9, 2011, http://online.wsj.com/article/SB10001424052970204319004577086140865075800.html#ixzz1g46GK5SA.

6. Whole Foods Market careers page, company website, http://www.wholefoodsmarket.com/careers.

7. BCG 2014 consumer survey.

8. Ibid.

9. Ibid.

10. BCG Value Science Database; Whole Foods public filings and analyst reports; BCG analysis.

11. Container Store company website, http://standfor.containerstore.com/our-foundation-principles/.

12. Dan Schawbel, “Kip Tindell: How He Created an Employee-First Culture at The Container Store,” Forbes, October 7, 2014, http://www.forbes.com/sites/danschawbel/2014/10/07/kip-tindell-how-he-created-an-employee-first-culture-at-the-container-store/.

13. Contained Home consultations can be scheduled in-store or online at http://www.containerstore.com/containedhome/index.htm.

Chapter 3

1. Jim Motavalli, “Frito-Lay Adds Electric Trucks to Its Fleet,” New York Times, September 8, 2010, http://wheels.blogs.nytimes.com/2010/09/08/frito-lay-adds-electric-trucks-to-its-fleet/.

2. BCG proprietary company research and analytics; IRI Worldwide market research.

3. BCG proprietary demand-space research delivered to Frito-Lay; Kacey Culliney, “Frito-Lay CEO: We Went Very, Very Deep on Snack Occasions,” Bakeryandsnacks.com, February 21, 2014, http://www.bakeryandsnacks.com/Manufacturers/Frito-Lay-CEO-We-went-very-very-deep-on-snack-occasions.

4. Frito-Lay North America, “Do Us a Flavor,” https://www.dousaflavor.com/#!/; Samantha Bonar, “Cappuccino One of Four Finalists in Lay’s Potato Chip Flavor Contest,” LA Weekly, September 10, 2014.

5. BCG proprietary company data, supported by John Ellett, “5 Marketing Takeaways from the ANA Digital Conference,” Forbes, July 14, 2014.

6. William D. Cohan, “Blackstone’s $26 Billion Hilton Deal: The Best Leveraged Buyout Ever,” Bloomberg Businessweek, September 11, 2014, http://www.bloomberg.com/bw/articles/2014-09-11/blackstones-hilton-deal-best-leveraged-buyout-ever.

7. Hilton History & Heritage, company website, http://www.hiltonworldwide.com/about/history.

8. Hilton News, “Caribe Hilton, Birthplace of the Piña Colada, Celebrates the 60th Anniversary of Puerto Rico’s Official Drink,” August 4, 2014, http://news.hilton.com/index.cfm/newsroom/detail/27240/.

9. Multiple facts in this section are attributable to Thomas Heath, “Christopher Nassetta: The Man Who Turned Around Hilton,” Washington Post, July 6, 2014, http://www.washingtonpost.com/business/capitalbusiness/christopher-nassetta-the-man-who-turned-around-hilton/2014/07/03/43071478-fd5a-11e3-932c-0a55b81f48ce_story.html.

10. Entrepreneur 2015 Franchise 500, http://www.entrepreneur.com/franchise500/index.html; Embassy Suites Media Center, Brand Milestones, http://embassysuitesmediacenter.com/index.cfm/page/4005/.

11. BCG proprietary consumer interview.

12. BCG 2014 consumer survey; BCG analysis.

13. Customer review on Trip Advisor, December 22, 2014, http://www.tripadvisor.co.uk/Hotel_Review-g58258-d84021-Reviews-or60-Hilton_McLean_Tysons_Corner-Tysons_Corner_Fairfax_County_Virginia.html#REVIEWS.

14. Hilton/DoubleTree marketing literature, “The DoubleTree by Hilton Cookie,” http://doubletree3.hilton.com/en/about/cookie.html.

15. Multiple facts in this section are attributable to Hilton HHonors Global Media Center, http://news.hiltonhhonors.com/index.cfm/page/9001/.

16. Hilton/DoubleTree Brand Portfolio; Hilton Worldwide public filings.

17. Hui-yong Yu, Leslie Picker, and Stephanie Ruhle, “Blackstone’s Hilton Raises $2.35 Billion in Record Hotel IPO,” Bloomberg Business, December 12, 2013, http://www.bloomberg.com/news/articles/2013-12-11/blackstone-s-hilton-raises-2-34-billion-in-largest-hotel-ipo.

18. Hilton/DoubleTree Brand Portfolio; Hilton Worldwide public filings.

19. Hilton Worldwide Annual Report 2013, http://ir.hiltonworldwide.com/files/doc_financials/Hilton_2013_AR.pdf.

20. Ibid.

Chapter 4

1. See Theodore Levitt, “Marketing Myopia,” Harvard Business Review 38 (July–August 1960), 24–47.

2. BCG Value Science Database.

3. BCG proprietary consumer interview.

4. BCG Value Science Database; Walt Disney Company public filings.

5. Information regarding Disneyland Park, https://disneyland.disney.go.com/ca/disneyland/.

6. Attendance data available at Theme Park Insider, http://www.themeparkinsider.com/flume/201406/4049/.

7. Gus Lubin, “Disney Now Has EIGHT Billion-Dollar Merchandise Brands,” Business Insider, August 6, 2014, http://www.businessinsider.com/disneys-billion-dollar-merchandise-brands-2014-8.

8. Bob Iger, Fiscal Year 2013 Annual Financial Report and Shareholder Letter, http://thewaltdisneycompany.com/sites/default/files/reports/10k-wrap-2013.pdf.

9. BCG 2014 consumer survey.

10. BCG proprietary consumer interview.

11. BCG Value Science Database; Walt Disney Company public filings.

Chapter 5

1. About Zappos, company website, “Tony Hsieh—Author of ‘Delivering Happiness’ and CEO of Zappos.com, Inc.,” http://about.zappos.com/meet-our-monkeys/tony-hsieh-ceo.

2. Keith McFarland, “Why Zappos Offers New Hires $2,000 to Quit,” Bloomberg Businessweek, September 16, 2008, http://www.bloomberg.com/bw/stories/2008-09-16/why-zappos-offers-new-hires-2-000-to-quitbusinessweek-business-news-stock-market-and-financial-advice. Additional sources were used to compile information on Zappos’s training and culture, including live interviews with management and employees.

3. Robin Wauters, “Amazon Closes Zappos Deal, Ends Up Paying $1.2 Billion,” TechCrunch, November 2, 2009, http://techcrunch.com/2009/11/02/amazon-closes-zappos-deal-ends-up-paying-1-2-billion/.

4. Zappos Insights, internal brand literature, “Culture Book,” 2012–2013.

5. “100 Best Companies to Work For: Zappos.com,” Forbes, 2014. Zappos has made the list for six years in a row.

6. Zappos recruiting literature, “The Good Jobs—Zappos Family,” https://www.thegoodjobs.com/company/zappos.

7. About Zappos, company website, “Tony Hsieh.”

8. About Zappos, company website, “Zappos Family Core Values,” http://about.zappos.com/our-unique-culture/zappos-core-values.

9. BCG proprietary customer interview, Chicago 2014.

10. About Us, Four Seasons company website, “Founder and Chairman Isadore Sharp,” http://www.fourseasons.com/about_four_seasons/isadore-sharp/.

11. Multiple facts in this section are attributed to Isadore Sharp’s autobiography, Four Seasons: The Story of a Business Philosophy (New York: Portfolio, 2012).

12. Tsunami survivor stories, Four Seasons press releases. Full accounts are at http://phukettsunami.blogspot.com/2005/12/survivor-dave-lowe.html.

13. Ibid.

14. Ibid. Also “Rebuilding Maldives After the Asian Tsunami Tragedy,” Sport Diver, http://www.sportdiver.com/article/news/rebuilding-maldives-after-asian-tsunami-tragedy.

15. Ibid. Also full Jet Li account at “ONE Foundation Jet Li,” SG Forums, April 19, 2010, http://sgforums.com/forums/1728/topics/397013?page=1.

16. About Us, Four Seasons company website, “Founder and Chairman Isadore Sharp.”

17. Roger Martin, “Isadore Sharp: Creating the Four Seasons Difference,” Toronto Globe and Mail, November 20, 2007, http://www.theglobeandmail.com/report-on-business/isadore-sharp-creating-the-four-seasons-difference/article20405869/.

18. Helen Arnold, “World’s 15 Most Expensive Hotel Suites,” CNN Travel, March 25, 2012, http://travel.cnn.com/explorations/escape/worlds-15-most-expensive-hotel-suites-747256.

19. Peter Bregman, “The Real Secret of Thoroughly Excellent Companies,” Harvard Business Review, March 18, 2009, https://hbr.org/2009/03/the-real-secret-of-thoroughly.html.

20. BCG proprietary customer interview, Chicago 2014.

21. David Segal, “Pillow Fights at the Four Seasons,” New York Times, June 27, 2009.

Chapter 6

1. David Dean, Sebastian DiGrande, Dominic Field, Andreas Lundmark, James O’Day, John Pineda, and Paul Zwillenberg, “The Internet Economy in the G-20: The $4.2 Trillion Growth Opportunity,” BCG Perspectives, March 19, 2012, https://www.bcgperspectives.com/content/articles/media_entertainment_strategic_planning_4_2_trillion_opportunity_internet_economy_g20/.

2. Ibid. For pdf: https://www.bcgperspectives.com/Images/Internet_Economy_G20_Appendix.pdf. Also: Chendra Ngak, “Would You Give Up Sex for the Internet? Report Reveals Surprising Data,” CBS News, March 22, 2012, http://www.cbsnews.com/news/would-you-give-up-sex-for-the-internet-report-reveals-surprising-data/.

3. Multiple quotes and facts in this section are attributable to Brad Stone, The Everything Store: Jeff Bezos and the Age of Amazon (New York: Little, Brown, 2013), and Brad Stone, “The Secrets of Bezos: How Amazon Became the Everything Store,” Bloomberg Businessweek, October 10, 2013, http://www.bloomberg.com/bw/articles/2013-10-10/jeff-bezos-and-the-age-of-amazon-excerpt-from-the-everything-store-by-brad-stone.

4. Douglas MacMillan, Mike Spector, and Evelyn M. Rusli, “Airbnb Weighs Employee Stock Sale at $13 Billion Valuation,” Wall Street Journal, October 23, 2014, http://www.wsj.com/articles/airbnb-mulls-employee-stock-sale-at-13-billion-valuation-1414100930.

5. BCG conducted a 2014 survey asking consumers to identify the “up-and-coming” brands of tomorrow (hereafter cited as BCG Consumer Sentiment Index).

6. Multiple quotes and facts in this chapter are attributable to Richard L. Brandt, “Birth of a Salesman,” Wall Street Journal, October 15, 2011, http://www.wsj.com/articles/SB10001424052970203914304576627102996831200.

7. BCG 2014 consumer survey; BCG analysis.

8. Multiple quotes and facts in this section are attributable to George Packer, “Cheap Words,” New Yorker, February 17, 2014, http://www.newyorker.com/magazine/2014/02/17/cheap-words.

9. Cited in Packer, “Cheap Words.”

10. Frank Konkel, “The Details About the CIA’s Deal with Amazon,” Atlantic, July 17, 2014, http://www.theatlantic.com/technology/archive/2014/07/the-details-about-the-cias-deal-with-amazon/374632/.

11. Matthew Garrahan, “Amazon Arrives on Golden Globes Stage,” Financial Times, January 12, 2015, http://www.ft.com/cms/s/0/17dfe66c-9a17-11e4-8426-00144feabdc0.html#axzz3Xr0mAzYD.

12. Matthew Garrahan and Shannon Bond, “Amazon: A Very Modern Media Mogul,” Financial Times, January 21, 2015, http://www.ft.com/intl/cms/s/0/ad0811e4-a14f-11e4-8d19-00144feab7de.html#axzz3WXSiY3ym.

13. See comments in Stone, The Everything Store.

14. Amazon’s Leadership Principles, company website, http://www.amazon.jobs/principles.

15. Ibid.

16. Stone, The Everything Store.

17. Cited in Brandt, “Birth of a Salesman.”

18. Jeff Bezos, Amazon Annual Letter to Shareholders, April 2014, http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsAnnual.

19. Ibid.

20. Packer, “Cheap Words.”

21. Bezos, Amazon Annual Letter to Shareholders, April 2014.

22. Garrahan and Bond, “Amazon.”

23. Bezos, Amazon Annual Letter to Shareholders, April 2014.

24. Stone, The Everything Store.

25. Bezos, Amazon Annual Letter to Shareholders, April 2014.

26. BCG 2014 consumer survey; BCG analysis.

27. BCG proprietary consumer interview, Chicago 2014.

28. Brandt, “Birth of a Salesman.”

29. Amazon’s Leadership Principles. Also Julie Bort, “Here’s a Peek Inside Amazon’s Culture of ‘Frugality,’” Business Insider, April 15, 2014, http://www.businessinsider.com/a-peek-at-amazons-culture-of-frugality-2014-4.

30. See Interactive Map, Airbnb website, https://www.airbnb.co.uk/map. Also Jessica Plautz, “550,000 Travelers Used Airbnb on New Year’s Eve,” Mashable, January 12, 2015, http://mashable.com/2015/01/12/airbnb-new-year/.

31. BCG Consumer Sentiment Index. Also Tim Bradshaw and Robert Wright, “SpaceX Claims $10bn Value on New Funding,” Financial Times, January 21, 2015, http://www.ft.com/cms/s/0/8e4659c0-a0f3-11e4-b8b9-00144feab7de.html#axzz3Xr0mAzYD.

32. Multiple facts in this chapter are attributable to Sara Rosenthal and Andrew Rachlett, “Airbnb,” Stanford Graduate School of Business Case Study E470, April 4, 2013, http://www.gsb.stanford.edu/faculty-research/case-studies/airbnb.

33. Danielle Sacks, “The Sharing Economy,” Fast Company, April 18, 2011, http://www.fastcompany.com/1747551/sharing-economy.

34. Tomio Geron, “How Sharing and Renting Is Creating a New Economy in the West,” Forbes India, February 16, 2013, http://forbesindia.com/article/cross-border/how-sharing-and-renting-is-creating-a-new-economy-in-the-west/34711/0.

35. Sequoia Capital website, http://www.sequoiacap.com/us/airbnb/info.

36. Tim Bradshaw, “Airbnb Valued at $13bn Ahead of Staff Stock Sale,” Financial Times, October 24, 2014, http://www.ft.com/intl/cms/s/0/99312b96-5b05-11e4-8625-00144feab7de.html#axzz3caCc7isq.

37. Tim Bradshaw, “Lunch with the FT: Brian Chesky,” Financial Times, December 26, 2014, www.ft.com/intl/cms/s/0/fd685212-8768-11e4-bc7c-00144feabdc0.html#axzz3WXSiY3ym.

38. Thomas L. Friedman, “And Now for a Bit of Good News …,” New York Times Sunday Review, July 19, 2014, http://www.nytimes.com/2014/07/20/opinion/sunday/thomas-l-friedman-and-now-for-a-bit-of-good-news.html.

39. BCG proprietary consumer interview, Nashville, 2014.

40. Tomio Geron, “Airbnb and the Unstoppable Rise of the Share Economy,” Forbes, February 10, 2013, http://www.forbes.com/sites/tomiogeron/2013/01/23/airbnb-and-the-unstoppable-rise-of-the-share-economy/.

41. Michael Arrington, “The Moment of Truth for Airbnb as User’s Home is Utterly Trashed,” TechCrunch, July 27, 2011, http://techcrunch.com/2011/07/27/the-moment-of-truth-for-airbnb-as-users-home-is-utterly-trashed/. Also Brian Chesky, “Our Commitment to Trust and Safety,” Airbnb blog, August 1, 2011, http://blog.airbnb.com/our-commitment-to-trust-and-safety/.

42. Airbnb website, user listing for a Central Paris Apt—Le Marais, https://www.airbnb.com/rooms/726267.

43. Ibid.

44. Jason Tanz, “How Airbnb and Lyft Finally Got Americans to Trust Each Other,” Wired, April 23, 2014, http://www.wired.com/2014/04/trust-in-the-share-economy/.

45. BCG proprietary consumer interview, Washington, DC, 2014.

46. Airbnb’s website, https://www.airbnb.co.uk/about/about-us.

47. BCG 2012 Travel and Tourism Digital Marketing Survey.

48. BCG-conducted customer focus groups, 2014.

49. Austin Carr, “Inside AirBNB’s Grand Hotel Plans,” Fast Company, May 15, 2014, http://www.fastcompany.com/3027107/punk-meet-rock-airbnb-brian-chesky-chip-conley.

50. Friedman, “And Now for a Bit of Good News .…”

Chapter 7

1. Throughout Mercadona marketing literature, as well as its public filings, customers are referred to as the “boss” or “bosses.”

2. WWF Global (World Wild Fund for Nature) company website, “The Amazon Rainforest,” http://wwf.panda.org/about_our_earth/teacher_resources/best_place_species/current_top_10/amazon_rainforest.cfm.

3. Rhett Butler, “Rainforests of Brazil—An Environmental Status Report,” Mongabay.com, http://rainforests.mongabay.com/20brazil.htm, last updated July 13, 2014.

4. Leslie Taylor, The Healing Power of Rainforest Herbs (New York: Square One Publishers, 2005).

5. Geoffrey Jones, “The Growth Opportunity That Lies Next Door,” Harvard Business Review: Emerging Markets, July 2012, https://hbr.org/2012/07/the-growth-opportunity-that-lies-next-door.

6. Luciana Hashiba (manager for partnerships and technological innovation at Natura Cosmeticos), “Innovation in Well-Being—The Creation of Sustainable Value at Natura,” Management Innovation Exchange, May 18, 2012, http://www.managementexchange.com/story/innovation-in-well-being.

7. PBS Home Videos, Conquistadors, June 6, 2006, http://www.pbs.org/conquistadors/.

8. Natura marketing literature, company website, https://www.naturabrasil.fr/en/our-values/brasilian-beauty-rituals.

9. Ibid.

10. BCG proprietary company interview, 2014.

11. Vivian Broge (Natura) and Suba Sivakumaran (UN Development Programme), “Natura Cosmeticos Empowers Women in Mexico: Brazil-Based Firm Aims to Scale-up Training for Consultants,” Business Call to Action, March 8, 2013, http://www.businesscalltoaction.org/news-highlights/2013/03/natura-cosmeticos-empowers-women-in-mexico/.

12. Alexandre Spatuzza, “Natura Cosmeticos Gets a Sustainability Makeover,” Green Biz, February 4, 2014, http://www.greenbiz.com/blog/2014/02/04/natura-cosmetics-sustainability-amazon.

13. Natura Annual Report 2013; company public filings.

14. João Paulo Ferreira (VP operations and logistics, Natura Cosmetics Brazil), “Natura: The Challenges in Building a Sustainable Supply Chain,” Stanford Graduate School of Business, Slideshare, June 15, 2012.

15. Ian Fraser, “Natura’s Back-to-Nature Success,” Management Today, July 10, 2006, http://www.managementtoday.co.uk/news/566630/Naturas-back-to-nature-success/; Robert Ford (Merrill Lynch), Merrill Lynch analyst reports.

16. Hashiba, “Innovation in Well-Being.”

17. BCG proprietary consumer interview, Chicago 2014.

18. “Looks Good: Brazilian Cosmetics Firms and Other Consumer Brands Are Powering Ahead,” Economist, September 28, 2013, http://www.economist.com/news/special-report/21586681-brazilian-cosmetics-and-other-consumer-brands-are-powering-ahead-looks-good.

19. BCG Brand Advocacy Index, 2014.

20. “The World’s Billionaires,” Forbes, 2015, http://www.forbes.com/billionaires/list/#version:static_country:Spain.

21. Multiple facts in this chapter are attributable to Zeynep Ton and Simon Harrow, “Mercadona,” Harvard Business School Case Study, April 20, 2010, http://www.hbs.edu/faculty/Pages/item.aspx?num=38682.

22. Mercadona Annual Report 2014; company public filings.

23. Ibid.

24. “Spanish Aisles: Why a Low-Cost Retailer Is Thriving,” Economist, June 2, 2011, http://www.economist.com/node/18775460.

25. Cited in Ton and Harrow, “Mercadona.”

26. Message from the President, Mercadona Annual Report 2013, https://www.mercadona.es/corp/ing-html/memoria2013.html#menuB.

27. BCG analysis.

28. BCG proprietary consumer interview.

29. Zeynep Ton, The Good Jobs Strategy: How the Smartest Companies Invest in Employees to Lower Costs and Boost Profits (Boston: Houghton Mifflin Harcourt, 2014).

30. Cited in Ton and Harrow, “Mercadona.”

31. Ibid.

32. Cited in Tom Metcalf, “Spanish Billionaires Hire 4,000 Amid Country’s Job Slump,” Bloomberg Business, May 14, 2013, http://www.bloomberg.com/news/articles/2013-05-13/spanish-billionaires-hire-4-000-amid-country-s-job-slump.

33. “Spanish Aisles.”

34. Mercadona Annual Report 2014; company public filings.

35. Message from the President, Mercadona Annual Report 2013.

36. BCG Brand Advocacy Index, 2014.

37. BCG proprietary consumer interview, 2014.

38. BCG 2014 Consumer Survey.

39. Coop Italia company history, company website, http://www.e-coop.it/.

40. Dana Biasetti, “2013 Italian Food Retail and Distribution Sector Report,” USDA Foreign Agricultural Service, December 27, 2013.

Chapter 8

1. Toyota company history, marketing literature, http://corporatenews.pressroom.toyota.com/corporate/company+history/.

2. Toyota press releases, “Toyota Boosting Manufacturing Investment in Alabama, Missouri and Tennessee,” June 20, 2013.

3. “Toyoda Precepts: The Base of the Global Vision,” Toyota Traditions, http://www.toyota-global.com/company/toyota_traditions/company/apr_2012.html, April 2012.

4. Toyota: A History of the First 50 Years (Toyota City, Japan: Toyota Motor Corporation, 1988); BCG Value Science Database.

5. Jeffrey K. Liker, The Toyota Way: 14 Management Principles from the World’s Greatest Manufacturer (New York: McGraw-Hill, 2004).

6. John A. Quelch, Carin-Isabel Knoop, and Ryan Johnson, “Toyota Recalls (A): Hitting the Skids,” Harvard Business Review, October 19, 2010.

7. BCG proprietary consumer interview, Chicago 2014.

8. Scott Evans and Angus MacKenzie, “The Toyota Recall Crisis: A Chronology of How the World’s Largest and Most Profitable Automaker Drove into a PR Disaster,” Motor Trend, January 2010.

9. James B. Meigs, “Target Toyota: Why the Recall Backlash Is Overblown,” Popular Mechanics, February 9, 2010.

10. BCG proprietary consumer interview, Chicago 2014.

11. Akio Toyoda Executive Profile, Bloomberg Business, http://www.bloomberg.com/research/stocks/people/person.asp?personId=1828739&ticker=TM.

12. “Akio Toyoda’s Statement to Congress,” February 2010, http://blog.toyota.co.uk/akio-toyodas-statement-to-congress.

13. Akio Toyoda, “Toyota’s Plan to Repair Its Public Image,” Washington Post, February 9, 2010, http://www.washingtonpost.com/wp-dyn/content/article/2010/02/08/AR2010020803078.html.

14. BCG proprietary company interview, 2014.

15. BCG Value Science Database; GM, Toyota public filings and analyst reports.

16. BCG proprietary company interview, 2014.

17. Toyota 2014 Annual Report and public filings; Toyota analyst reports; BCG Value Science Database.

18. Ben McGrath, “Beleaguered League,” New Yorker, September 29, 2014, http://www.newyorker.com/magazine/2014/09/29/beleaguered-league.

19. Beau Riffenburgh, Official NFL Encyclopedia (New York: New American Library, 1986).

20. NFL press releases, “NFL, Ex-players Agree to $765M Settlement in Concussions Suit,” Associated Press, August 2013.

21. Michael Powell, “A League Grins as a Star Grimaces: Given the NFL’s Culture of Manliness, an Injured Tony Romo Likely Will Play in London,” New York Times, November 6, 2014, http://www.nytimes.com/2014/11/07/sports/football/given-the-nfls-culture-of-manliness-an-injured-tony-romolikely-will-play-in-london.html.

22. David Remnick, “Going the Distance: On and Off the Road with Barack Obama,” New Yorker, January 27, 2014, http://www.newyorker.com/magazine/2014/01/27/going-the-distance-2.

23. John Burn-Murdoch and Gavin Jackson, “Football Sees Deeper Drop-Off than Other Youth Sports in the US,” Financial Times, December 1, 2014, http://www.ft.com/intl/cms/s/0/3f4fcbf8-7718-11e4-8273-00144feabdc0.html#axzz3WXSiY3ym.

24. Ibid.

25. Laura Sinberg, “Women in the FanHouse,” Forbes, February 2, 2010, http://www.forbes.com/2010/02/02/super-bowl-women-fans-forbes-woman-time-commercials.html.

26. BCG proprietary consumer interview, Chicago 2014.

27. J. R. Moehringer, “Football Is Dead. Long Live Football,” ESPN, April 14, 2013, http://espn.go.com/nfl/story/_/page/Mag15footballisdead/jr-moehringer-120-reasons-why-football-last-forever-espn-magazine.

28. Mike Ozanian, “The NFL’s Most Valuable Teams,” Forbes, August 20, 2014, http://www.forbes.com/sites/mikeozanian/2014/08/20/the-nfls-most-valuable-teams/.

29. “NFL & Legend of the Rabbits,” ESPN, on YouTube, https://www.youtube.com/watch?v=aan4Kagq_7Y; Scott Purks, “Florida Stars Go from Muck Bowl to Super Bowl,” ESPN Rise/Football, January 30, 2009, http://sports.espn.go.com/highschool/rise/football/news/story?id=3869165.

30. Ibid.

31. Ibid.

32. Stefan Deeran, “NFL Owners: ‘32 Republicans That Vote Socialist,’” CBS News, September 2009.

33. Ozanian, “NFL’s Most Valuable Teams.”

34. BCG research. Also Shalini Ramachandran and Kevin Clark, “In Television Deals, NFL Plays by Its Own Rules: League Has Huge Leverage as TV Networks Look to Live Games for an Edge Over Online Services,” Wall Street Journal, September 3, 2014.

35. NFL Players Association, Collective Bargaining Agreement, August 4, 2011, https://nflpaweb.blob.core.windows.net/media/Default/PDFs/General/2011_Final_CBA_Searchable_Bookmarked.pdf.

36. Steve Sabol, They Call It Pro Football, NFL Films, 1967.

37. Douglas Martin, “Steve Sabol, Cinematic Force for NFL, Dies at 69,” New York Times, September 18, 2012, http://www.nytimes.com/2012/09/19/sports/football/steve-sabol-creative-force-behind-nfl-films-dies-at-69.html.

38. BCG proprietary consumer interview, Chicago 2014.

39. Vanessa Golembewski, “How the NFL Is Growing Its Female Fan Base,” Refinery29, February 1, 2014, http://www.refinery29.com/2014/02/61545/nfl-women#slide.

40. McGrath, “Beleaguered League.”

41. Brent Schrotenboer, “NFL Takes Aim at $25 Billion, but at What Price?” USA Today, February 5, 2014, http://www.usatoday.com/ story/sports/nfl/super/2014/01/30/super-bowl-nfl-revenue-denver-broncos-seattle-seahawks/5061197/; Ben Liedenberg (AP), “NFL v EPL: A League of Their Own,” Economia, September 2, 2014, http://economia.icaew.com/business/september-2014/nfl-v-epl-a-league-of-their-own.

42. NFL press release, “NFL 2014 TV Recap: 202 Million Viewers, Game Viewership Nearly Triples Broadcast Primetime,” January 12, 2015, http://sportsmedianews.com/nfl-2014-tv-recap-202-million-fans-tuned-in-nfl-game-viewership-nearly-triples-broadcast-primetime-45-of-50-most-watched-shows-this-fall/.

43. Chris Chase, “Mark Cuban Thinks the ‘Greedy’ NFL Is 10 Years Away from Implosion,” USA Today, March 24, 2014, http://ftw.usatoday.com/2014/03/mark-cuban-nfl-implosion-10-years.

44. Letter to Owners, August 28, 2014, http://www.nfl.com/static/content/public/photo/2014/08/28/0ap3000000384873.pdf; Tom Pelissero, “NFL Toughens Its Stance on Domestic Violence,” USA Today, August 28, 2014, http://www.usatoday.com/story/sports/nfl/2014/08/28/nfl-toughens-its-stance-on-domestic-violence/14746187/.

Epilogue

1. Dylan Bolden, Antonella Mei-Pochtler, Rohan Sajdeh, Gaby Barrios, Erin George, Deran Taskiran, and Keith Melker, “Data-Driven Insight: BCG’s MindDiscovery and More,” BCG Perspectives, https://www.bcgperspectives.com/content/articles/branding_communication_consumer_insight_data_driven_insight/, July 28, 2011.

2. “BCG Inaugurates the Brand Advocacy Index,” press release, December 2, 2013, http://www.bcg.com/media/pressreleasedetails.aspx?id=tcm:12-150778.

3. BCG Value Science Database; Apple 2014 Annual Report; public filings.

4. BCG 2014 consumer survey.

5. Ibid.

6. Chipotle company website, http://www.chipotle.com/en-US/menu/nutrition_calculator/nutrition_calculator.aspx; BCG analysis.