Advertising Industry
Industry: Email Alert RSS FeedAt Staples, Goodman is right on the button in its marketing push.(Shira Goodman)
Advertising Age, February, 2006 by Frazier, Mya
Byline: MYA FRAZIER
Ron Sargent had a simple question for Shira Goodman, then a consultant at Boston-based Bain & Co.: Should Staples expand its $30 million catalog delivery business?
"You've got 50-pound cases of copy paper,'' she responded in 1992 to Mr. Sargent, then VP of Staples Direct. "I came back with a resounding yes.''
After a few more yeses to other opportunities at Staples, Ms. Goodman is exec VP-marketing at the U.S.' biggest office-supply superstore. Mr. Sargent is still in the house too as CEO.
That affirmative in '92 was clearly the right answer; today Staples' direct-delivery catalog business, which includes online sales, generates almost $5 billion of the chain's nearly $16 billion in sales. In 2006, Staples leads...
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