Simon Constable is a former TV anchor for The Wall Street Journal and a fellow at the Johns Hopskins Institute for Applied Economics, Global Health and the Study of Business.
A few years ago, a major Connecticut-based manufacturer was desperately trying to fix the profitability of one of its business units. Executives’ initial thoughts were that the business needed some good old-fashioned cost cutting, a bit of slash and burn if you like. But to be sure, they asked for some expert help in the form of Yael Grushka-Cockayne, professor of quantitative analysis at University of Virginia’s Darden School of Business. She got to work by analyzing the key variables—and came to a different conclusion. It wasn’t cost cutting. “The focus needed to be on sales growth,” she says.
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