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They said it! "Your article precipitated a major change at MRS Technology. I tore your story out of Channel Magazine and passed it out to my management team and to our Board of Directors. I hired a new Product Manager immediately. MRS will now drive towards the 1:1 Marketing/Engineering Investment Ratio™ that you champion. "Before I started MRS, I worked at one of the major failures cited in your study, GCA. At the time, I didn't see the low ratio of marketing to R&D as a risk, so I incorporated the same weakness into MRS' structure. Recently, I saw the lack of detailed market research and careful product positioning as real weaknesses. Your article crystallized my thoughts. Thanks. Keep up the fine work. "Great stuff!"
Author's note - MRS Technology, large area lithography for flat panel display (FPD) production, suffered from a 0.1 M/E ratio during its twelve years, 1986-1997. Griff's actions to raise their Marketing investment were too late and too little; MRS declared bankruptcy on July 1, 1998
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