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Upside by John Zogby, M.J. Moye, Kenneth W. GRONBACH

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INTRODUCTION

There are sick empty feelings in your stomach, and then there are really big sick empty feelings. I had the latter. Our signature account of eight years, American Honda Motorcycle, had shipped the year’s allotment of new 1986 bikes to the dealers two months earlier and a unique thing happened: nothing.

Our history with Honda had been nothing but successful up to this point. The formula was simple: Honda sent the bikes from Japan to a New Jersey warehouse, where they were distributed to the Northeast regional dealers, who prepped them and displayed them on showroom floors. As soon as they were displayed at the dealerships, the marketing and advertising kicked in and the customers bought them—all of them. Life was good.

But this was ...

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