T\u00eb gjitha rrug\u00ebt e kan\u00eb \u00e7uar Leonard Lauder, te biznesi i familjes. Q\u00eb kur ishte f\u00ebmij\u00eb, -shkruan Lauder n\u00eb librin e tij t\u00eb kujtimeve, \u201cCompany I Keep\u201d, kishte par\u00eb t\u00eb \u00ebm\u00ebn (n\u00eb krah t\u00eb t\u00eb atit, Joseph) t\u00eb nd\u00ebrtonin mark\u00ebn e produkteve kozmetike, Est\u00e9e Lauder, q\u00eb synonte t\u2019i b\u00ebnte femrat t\u00eb ndiheshin t\u00eb ve\u00e7anta.<\/p>\n
\u201cJemi m\u00eb shum\u00eb nj\u00eb sip\u00ebrmarrje familjare\u201d \u2013 tha Joseph p\u00ebr \u201cNew York Times\u201d n\u00eb vitin 1958, 12 vite pas themelimit zyrtar t\u00eb shoq\u00ebris\u00eb. \u201cJemi nj\u00eb familje n\u00eb bot\u00ebn e biznesit\u201d. Est\u00e9e ka zhvilluar produkte \u2013 n\u00eb fillim kremra, m\u00eb pas produkte p\u00ebr trukun dhe parfume, duke bindur vazhdimisht dyqane si Saks Fifth Avenue p\u00ebr t\u2019i shitur. Babai dhe v\u00ebllai i madh dhan\u00eb ndihm\u00ebn e tyre me paketimin, shp\u00ebrndarjen dhe logjistik\u00ebn.<\/p>\n
Kur erdhi momenti q\u00eb m\u00eb i vogli i f\u00ebmij\u00ebve, Leonard, t\u00eb shkonte n\u00eb universitet, i ati e k\u00ebshilloi t\u00eb studionte farmaci (\u201cp\u00ebrgatit kremrat\u201d \u2013 i tha t\u00eb birit). Por Leonard kishte plane t\u00eb tjera. Pasi studioi ekonomi e pas disa viteve n\u00eb marin\u00eb, u b\u00eb pjes\u00eb e kompanis\u00eb n\u00eb vitin 1958, duke e shnd\u00ebrruar n\u00eb nj\u00eb kolos multimiliard\u00ebsh. Ai ka qen\u00eb presidenti i Est\u00e9e Lauder nga viti 1972 deri n\u00eb vitin 1995 dhe CEO i saj nga viti 1982 deri m\u00eb 1999 kur dha dor\u00ebheqjen.<\/p>\n
Sot, 29 marka, nd\u00ebr t\u00eb cilat MAC, Bobbi Brown dhe Clinique jan\u00eb n\u00ebn zot\u00ebrimin e Est\u00e9e Lauder, produktet e s\u00eb cil\u00ebs shiten n\u00eb 150 vende. Konglomerati i bukuris\u00eb, i cili kuotohet n\u00eb Burs\u00ebn e Nju Jorkut, zot\u00ebrohet pjes\u00ebrisht nga gjasht\u00eb pjes\u00ebtar\u00eb t\u00eb familjes Lauder, t\u00eb gjith\u00eb miliarder\u00eb, fal\u00eb aksioneve n\u00eb shoq\u00ebri. V\u00ebllai i Lauder, Ronald, \u00ebsht\u00eb presidenti i Clinique. Vajza e madhe e Ronald, Jane, \u00ebsht\u00eb presidentja globale e Clinique, vajza m\u00eb e vog\u00ebl, Aerin, \u00ebsht\u00eb drejtuese stili dhe imazhi n\u00eb Est\u00e9e Lauder. I biri i Leonard, William, \u00ebsht\u00eb presidenti, dhe djali m\u00eb i vog\u00ebl, Gary, i cili nuk i ka ndjekur gjurm\u00ebt e t\u00eb atit, \u00ebsht\u00eb nj\u00eb venture capitalist me seli n\u00eb Silicon Valley.<\/p>\n
N\u00eb librin e tij t\u00eb kujtimeve, Leonard Lauder i shoq\u00ebron lexuesit n\u00eb nj\u00eb udh\u00ebtim n\u00eb shum\u00eb breza, nga vitet \u201940, kur zgjuarsia dhe strategjit\u00eb e marketingut t\u00eb Est\u00e9e (shum\u00eb mostra falas) b\u00ebn\u00eb q\u00eb klient\u00ebt dhe partner\u00ebt e biznesit t\u00eb rriteshin deri n\u00eb 2020, kur Forbes vler\u00ebson se pasuria e Leonard, ka nj\u00eb vler\u00eb neto prej 21.3 miliard\u00eb dollar\u00ebsh. Kjo \u00ebsht\u00eb nj\u00eb histori e sektorit t\u00eb produkteve kozmetike n\u00eb evolucion t\u00eb vazhduesh\u00ebm, si dhe nj\u00eb biznes q\u00eb sot vler\u00ebsohet n\u00eb 14,3 miliard\u00eb dollar\u00eb (t\u00eb ardhurat n\u00eb vitin fiskal deri n\u00eb qershor 2020) q\u00eb ndihmuan n\u00eb form\u00ebsimin e tij. Libri i tij \u00ebsht\u00eb nj\u00eb udh\u00ebzues strategjik p\u00ebr gjith\u00eb ata q\u00eb synojn\u00eb t\u00eb b\u00ebhen sip\u00ebrmarr\u00ebs.<\/p>\n
M\u00eb posht\u00eb jan\u00eb disa k\u00ebshilla nga libri i ri i Leonard Lauder\u2026<\/strong><\/p>\n 1.Zgjidhni njer\u00ebzit me t\u00eb cil\u00ebt punoni me urt\u00ebsi dhe sigurohuni q\u00eb n\u00eb tavolin\u00eb te ket\u00eb nj\u00eb grua<\/strong><\/p>\n \u201cBota \u00ebsht\u00eb plot me njer\u00ebz m\u00eb inteligjent se un\u00eb dhe nuk duhet t\u00eb jem personi m\u00eb inteligjent n\u00eb dhom\u00eb p\u00ebr t\u00eb pasur vler\u00eb\u201d shkruan Lauder. \u201cI thash\u00eb vetes q\u00eb kur t\u00eb p\u00ebrfundoja marin\u00ebn, puna ime do t\u00eb ishte t\u00eb k\u00ebrkoja e t\u00eb pun\u00ebsoja k\u00ebta njer\u00ebz. Dhe n\u00eb vend q\u00eb t\u00eb ndihesha i k\u00ebrc\u00ebnuar prej tyre, do t\u2019i mir\u00ebprisja dhe t\u2019i p\u00ebrqafoja\u201d. Por Lauder paralajm\u00ebron: mos pun\u00ebsoni miqt\u00eb tuaj m\u00eb t\u00eb mir\u00eb apo shok\u00ebt e shkoll\u00ebs, pasi n\u00eb nj\u00eb rast t\u00eb till\u00eb nuk mund t\u2019i pushoni nga puna. \u201cMiq\u00ebsia \u00ebsht\u00eb miq\u00ebsi, por biznesi \u00ebsht\u00eb biznes\u201d. Nj\u00eb nd\u00ebr njer\u00ebzit m\u00eb t\u00eb mir\u00eb q\u00eb ka pun\u00ebsuar? Jeannette Wagner, e cila iu bashkua Est\u00e9e Lauder n\u00eb mesin e viteve \u201980 p\u00ebr t\u00eb ndihmuar n\u00eb zgjerimin e mark\u00ebs n\u00eb mbar\u00eb bot\u00ebn. \u201cMos merrni kurr\u00eb nj\u00eb vendim t\u00eb r\u00ebnd\u00ebsish\u00ebm pa nj\u00eb grua n\u00eb tavolin\u00eb\u201d thot\u00eb ai.<\/p>\n 2.Kritikoni, por jini edhe mir\u00ebnjoh\u00ebs dhe fal\u00ebnderoni<\/strong><\/p>\n Leonard Lauder thot\u00eb se nj\u00eb nga q\u00ebllimet kryesore si drejtues ishte t\u2019u jepte mir\u00ebnjohje punonj\u00ebsve t\u00eb tij, ose at\u00eb q\u00eb ai p\u00eblqen ta quaj\u00eb \u201crrezen e tij t\u00eb diellit \u201c. \u201cN\u00eb fund t\u00eb fundit, duke qen\u00eb kaq t\u00eb mir\u00eb n\u00eb pun\u00ebn e tyre, k\u00ebta njer\u00ebz e b\u00ebjn\u00eb m\u00eb t\u00eb thjesht\u00eb jet\u00ebn t\u00ebnde \u201c, shkruan ai. I njohur p\u00ebr d\u00ebrgimin e fal\u00ebnderimeve punonj\u00ebsve n\u00eb t\u00eb gjith\u00eb vendin, Lauder thot\u00eb se kjo u hapi rrug\u00eb m\u00eb von\u00eb d\u00ebrgimit t\u00eb kritikave konstruktive. \u201cMendoni para se t\u00eb kritikoni, \u2013 shkruan ai, \u2013 dhe lavd\u00ebroni gjithnj\u00eb para se t\u00eb kritikoni\u201d. Dhe kur jeni ju ai q\u00eb ka gabuar (\u201cdhe kjo mund t\u00eb ndodh\u00eb shpesh!\u201d), mos kini frik\u00eb ta pranoni.<\/p>\n 3.Mos e \u2018shp\u00ebrndani\u2019 mark\u00ebn tuaj<\/strong><\/p>\n \u201cN\u00ebse jeni n\u00eb segmentin e produkteve luksoze \u2013 thot\u00eb ai \u2013 q\u00ebndroni aty. P\u00ebr ata q\u00eb shpresojn\u00eb t\u00eb fillojn\u00eb nj\u00eb biznes n\u00eb bot\u00ebn e luksit, ai k\u00ebshillon t\u00eb \u201csynojn\u00eb lart dhe t\u00eb q\u00ebndrojn\u00eb n\u00eb krye\u201d. \u201cN\u00ebse hidheni n\u00eb treg, \u2013 shkruan ai, \u2013 do t\u00eb jet\u00eb gjithmon\u00eb dikush q\u00eb do t\u00eb shes\u00eb p\u00ebr m\u00eb pak se ju\u201d. Nga ana tjet\u00ebr, pothuajse t\u00eb gjitha produktet e Est\u00e9e Lauder nuk shiten n\u00eb farmaci si Walgreens.<\/p>\n 4.Krijoni mund\u00ebsi t\u00eb reja<\/strong><\/p>\n Leonard Lauder i k\u00ebshillon sip\u00ebrmarr\u00ebsit t\u00eb mbajn\u00eb mendjen t\u00eb hapur p\u00ebr mund\u00ebsi t\u00eb reja dhe t\u00eb l\u00ebn\u00eb imagjinat\u00ebn e tyre t\u00eb fluturoj\u00eb, gjithsesi duke q\u00ebndruar me k\u00ebmb\u00eb n\u00eb tok\u00eb. Burimi: Forbes<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" T\u00eb gjitha rrug\u00ebt e kan\u00eb \u00e7uar Leonard Lauder, te biznesi i familjes. Q\u00eb kur ishte f\u00ebmij\u00eb, -shkruan Lauder n\u00eb librin e tij t\u00eb kujtimeve, \u201cCompany I Keep\u201d, kishte par\u00eb t\u00eb \u00ebm\u00ebn (n\u00eb krah t\u00eb t\u00eb atit, Joseph) t\u00eb nd\u00ebrtonin mark\u00ebn e produkteve kozmetike, Est\u00e9e Lauder, q\u00eb synonte t\u2019i b\u00ebnte femrat t\u00eb ndiheshin t\u00eb ve\u00e7anta. \u201cJemi m\u00eb shum\u00eb nj\u00eb sip\u00ebrmarrje familjare\u201d \u2013 tha Joseph p\u00ebr \u201cNew York Times\u201d n\u00eb vitin 1958, 12 vite pas themelimit zyrtar t\u00eb shoq\u00ebris\u00eb. \u201cJemi nj\u00eb familje n\u00eb bot\u00ebn e biznesit\u201d. Est\u00e9e ka zhvilluar produkte \u2013 n\u00eb fillim kremra, m\u00eb pas produkte p\u00ebr trukun dhe parfume, duke bindur vazhdimisht dyqane si Saks Fifth Avenue p\u00ebr t\u2019i shitur. Babai dhe v\u00ebllai i madh dhan\u00eb ndihm\u00ebn e tyre me paketimin, shp\u00ebrndarjen dhe logjistik\u00ebn. Kur erdhi momenti q\u00eb m\u00eb i vogli i f\u00ebmij\u00ebve, Leonard, t\u00eb shkonte n\u00eb universitet, i ati e k\u00ebshilloi t\u00eb studionte farmaci (\u201cp\u00ebrgatit kremrat\u201d \u2013 i tha t\u00eb birit). Por Leonard kishte plane t\u00eb tjera. Pasi studioi ekonomi e pas disa viteve n\u00eb marin\u00eb, u b\u00eb pjes\u00eb e kompanis\u00eb n\u00eb vitin 1958, duke e shnd\u00ebrruar n\u00eb nj\u00eb […]<\/p>\n","protected":false},"author":7,"featured_media":7060,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[88,83],"tags":[],"yoast_head":"\n
\nLauder thot\u00eb q\u00eb kur donte t\u00eb blinte nj\u00eb kuot\u00eb prej 51% t\u00eb mark\u00ebs MAC n\u00eb vitin 1994, q\u00eb sot \u00ebsht\u00eb t\u00ebr\u00ebsisht n\u00eb pron\u00ebsi t\u00eb Est\u00e9e Lauder, pati nj\u00eb \u201ckund\u00ebrshtim 100%\u201d nga ana e drejtuesve t\u00eb tjer\u00eb. Sot MAC shitet n\u00eb 120 vende dhe \u00ebsht\u00eb nj\u00eb nd\u00ebr filialet m\u00eb t\u00eb m\u00ebdha t\u00eb kompanis\u00eb. \u201cJemi t\u00eb gjith\u00eb autor\u00eb t\u00eb s\u00eb ardhmes son\u00eb\u201d \u2013 shkruan ai. \u201c\u00cbnd\u00ebrroni shum\u00eb\u201d.<\/p>\n