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这家企业怎样靠创新性思维、灵活的反应能力和韧性取得了持续的成功?手机在欧洲的使用远远超过北美。2000年,在短信发送方面,每个欧洲用户平均每月40条——几乎是美国的10倍。“短信”在欧洲的成功被解释成这种媒介的病毒性特征,相对低廉的价格,以及庞大、便于接入的网络。但是,短信在广告业内所获得的牵引力,以无线市场营销的形式出现,只能被归因于其颠覆性的力量。一家总部在伦敦的公司——飞文公司(Flytxt),它是通过短信增强广告艺术来盈利的先驱,这个案例充分说明:创新性思维和灵活的反应能力,再加上一点韧性,可以怎样帮助一家企业走向成功并持续成功?
How has this business achieved sustained success with innovative thinking, flexible responsiveness and resilience? Mobile phones are far more used in Europe than North America. In 2000, in terms of sending text messages, each European user averaged 40 per month - almost 10 times that of the United States. The success of SMS in Europe has been explained by the viral nature of the medium, its relatively low prices, and its large, easy-to-access network. However, the traction that text messaging has gained in the advertising industry in the form of wireless marketing can only be attributed to its disruptive power. A London-based company called Flytxt, a pioneer in making money by advertising to boost advertising, explains how innovative thinking and flexible responsiveness, combined with a little tougherness, can help A business success and continued success?