CPG industry with Transora
January 1, 2001
BY MICHAEL KRAUSS
is one of an ongoing series of articles on interactive marketing
leaders who are doing things other marketers can learn from. They're
not yet household names, but will be in the headlines tomorrow.
They're the emerging leaders of an emerging marketing discipline
rank and serial number: Betsy Cohen, 46. Bachelor’s
in Economics/ Political Science, 1976, Wellesley College; MBA,
1978, Harvard Business School. Marketing-strategic planning manager
at Black & Decker, 1978to 1980. Joined Ralston Purina Co.,
holding a series of positions from marketing assistant to managing
director in the cereals group, baby food and pet foods. Named
managing director and corporate futurist in 1997; becamecorporate
vice president in 1998.
Mantra: "Passion for growth; passion for
How electronic exchanges could transform packaged goods:
"It might mean that order management goes through Transora
andcomes to us in a different format. Through Transora, retailers
may be able to look at one online catalog and buy any of the products
from all the companies in Transora."
everything. All of a sudden, retailers... may be able to go to
this one online catalog and get all your promotional material,
all your new product launches."
benefits: "You can have efficiencies in financial
services, escrowed monies, and settlements of billings between
the companies using electronic funds."
her passion: "My own interest was always about how
we use technology to transform business. How do people get transformed
by new ways of thinking about opportunities? How does a company
grow? How do we bring money to the bottom line?"
sticking with a big corporation: "Purina is the
kind of company where they allow us to explore new ideas. I’ve
always had a lot of freedom." Achieving significant transformation
and innovation within a large corporation, though, takes "individuals
who understand technology and understand their own business culture.
They can really makea big difference."
out in packaged goods today: "I think that someone coming
out with an MBA could make a huge difference quickly. There’s
definitely a willingness to experiment ... to prove it out."
is a partner with DiamondCluster International in Chicago.
He can be reached at firstname.lastname@example.org.