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Catalogue companies and the people on infomercials have been doing direct-to-consumer marketing for years, but these ads hail from a new generation of startups, companies often backed by venture-capital money, that want to use the methods and practices of Silicon Valley to "disrupt" regular old consumer goods.
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MUMBAI— Adi Godrej is the chairman of The Godrej Group, a privately held, 116-year old Indian consumer goods conglomerate.
"This is one of America's oldest handicrafts consumer goods.
They also are found in a wide variety of older plastic consumer goods that remain in use in many homes, businesses, and automobiles.
"It's the old dilemma of consumer goods: you don't want someone to buy something and never have to buy it again," said Michael Pachter, a gaming analyst.
It may sound like a far cry from a standard management consulting gig, but Accenture has staffed the division with veterans of its 15-year-old supply-chain practice and its slightly older retail and consumer goods practice.
Online, open-sourced user manuals for consumer goods old and new are being honed daily.There are a few hurdles.
For a start, it overlooks the benefit than consumers get from better technology: good old consumer surplus.
This shift will be hard for Japan, where many policy makers and pundits still seem to cling to the old model of heavy industries and consumer goods.
They proceed from the assumption that things work pretty well: space stations silently orbit the earth; old guys relax on their sailboats; consumer goods glide through shipping lanes packed and stacked in giant, bright-colored metal boxes.
The war-born scarcity of consumer goods created a lucrative market for stolen merchandise and contributed to the reactivation of old criminal gangs.
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