From sea to shining sea, every single IT vendor and business publication--including this one--likes to trumpet the words "Return on Investment" (ROI) as though it still retains some sort of impact.
I love a good case study as much as the next person but I sometimes forget that underneath all of the technology, best practices and consolidation lies the beating heart of a shrewd accountant.
Heineken is taking its promotions to a more responsible level by including a message on all Heineken brand bottles and cans worldwide that invites consumers to visit a newly developed responsible consumption Web site.
With a higher degree of mandates from retailers, corporate legislation like Sarbanes-Oxley and a crowded product marketplace, it would appear that the consumer goods landscape is an unforgiving atmosphere full of revenue roadblocks.
