Aaker Marketing Operations 
Harvard Business Review
APRIL 7, 2011
This is the route that breakthrough brands take, and is for most marketers the only route to growth and profitability. Marketing strategies geared toward this approach feature constant, incremental enhancements to the offering's attractiveness, reliability, or price, in hopes of getting buyers to take a second look at a familiar brand.
Harvard Business Review
MAY 31, 2011
The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.
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