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Old 10-17-2003, 07:47 PM   #1
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Thumbs up AS CEO interview - Harvard Bus Rev

The October '03 issue of Harvard Business Review contains a two-page interview with Airstream CEO, Dicky Riegel. When asked to account for the Airstream mystique, Riegel replied: "Let me ask you a question. Have you ever placed your hands on the skin of an Airstream trailer? There is something about the aerodynamic shape, the silver color, the rivets. People have an emotional response to them."

Later on Riegel acknowledges some of the mistakes AS has made, such as the "Squarestream," but says the company will continue to innovate in order to capture all of the "psychographics" (that's us ): "design enthusiasts, traditionalist customers, who include what we call 'retrofurbishers,' and value customers, whose needs can't be met by typical RVs but still approach their purchase on a budget. .. A 30-year-old design enthusiast from New York and a 65-year-old refurbisher from Michigan can pull up next to each other at a rally and find they have a lot in common."

This article is available from Harvard Business Review as reprint #F0310C. Their URL is: http://www.harvardbusinessonline.org .
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Old 10-17-2003, 07:51 PM   #2
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<whose needs can't be met by typical RVs but still approach their purchase on a budget> I LoVE this, is it a quote?
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Old 10-17-2003, 08:31 PM   #3
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Six Dollars to download???

Looks like I'll pay a visit to my local library.

I must be one of those people who "approach their purchase on a budget."
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Old 10-17-2003, 09:30 PM   #4
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Hey: Wouldn"t it be nice if Airstream posted that article on the AS web site? Would maybe make for some good PR?
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Old 10-18-2003, 04:47 PM   #5
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budgeters

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Originally posted by MaShep
<whose needs can't be met by typical RVs but still approach their purchase on a budget> I LoVE this, is it a quote?
Yes, this is a quote. I think he meant the "psychographic" of those of us who are "refurbishers" of vintage products. Although with what we wind up spending on fixing them up, I'm not sure how budget-savvy they are!!

Eugenie
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Old 10-18-2003, 06:56 PM   #6
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Psychos

I thought psychographic was a variation of demographic, meaning a cohort of like "minded" people. I like it better than demographic, since I am and independagraphic.
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Old 10-18-2003, 07:25 PM   #7
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psy•cho•graph•ics

Pronunciation: (sI"ku-graf'iks), [key]
—n. (used with a sing. v.)
the use of demographics to determine the attitudes and tastes of a particular segment of a population, as in marketing studies.
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