Against All Odds: Award Winners Face Serious Marketing Challenges

In 2001, Compaq Computer faced not only a softening economy but some trepidation about the pending merger with Hewlett-Packard. The company turned to Eugene De Villiers of The Extra Mile Co., Auckland, New Zealand, to develop its fourth-quarter 2001 incentive program for Southeast Asia resellers.

Known as the Gold Rush program, it won Compaq and EMC the 2002 Crystal Award for Most Creative Use of an Incentive Program to Solve a Marketing Challenge (Internal).

For starters, the

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