Το μυστικό επιτυχίας του Αθηαινίτη

?ta? ? a??? t?? ?d??t? t??, ???st?? ?at?????st?f?, t? 1959: «?????p???a t??a? ???????t??e». ?a?aµ??e? d?a??????? ? f???s?f?a t?? ?pe?a????? ???a???t?. «?p??e?? ?a e?sa? f????? ?a? ta?t?????a p???t????, p???µa t? ?p??? ? ??sµ?? e?t?µ?», ep?s?µa??e? ? marketing manager t?? ?pe?a?????, ???st?? ?at?????st?f?. ?p?de??? a?t?? ap?te???? ? eµp?st?s??? ?a? ? p??t?µ?s?, µe t?? ?p??a ?e???? ?ata?a??t?? pe??ß?????? «t?? ???a???t?».

?? p??t? ?at?st?µa ?e?t?????se st?? ?d? ??µ??, st?? t????? p??s??? ??aµµ?. ?et? t? 1974 ?a? t?? ???????? ??sß??? µeta???????e st?? ?d? ???ta????? ?? ap? e?e? st? ?e?f??? ????e?t? st?? ?a???????t?ssa, t? 1987, ?p?? ß??s?eta? µ???? s?µe?a.               

«?e???ta t??a ?????a µet? s??e?????µe µe a??µa µe?a??te?? d??aµ??? ?a ?e?d????µe t?? eµp?st?s??? t?? ??sµ?? - ?????ta? t?? ?pe?a???? µa? ???e?t? - ?a? ?ataf?????ta? p??ta ?a sta?e??p????µe t?? t?µ?? st? ??a???? eµp????», ??e? ? ?. ?at?????st?f?. G???????ta? t?? e?t?µ?s? p?? t??fe? t? ?ata?a??t??? ????? st?? ?pe?a???? ???a???t?, e????a d?e??t?µaste ??at? µ???? s?µe?a de? epe?t????a? ?a? µe ???a s?µe?a p???s??. ? marketing manager apa?t? p?? ?a ???e? ?? a?t?, a???… µe t?? ??a t??: «?????? e??aµe s?efte? ?t? e??a? µe?????t?µa ?a µe????µe µe ??a µ??? ?at?st?µa, ?µ??, st?? p??e?a ?a? µe t?? ??????µ??? ???s? p?? ??e? sa??se? t??? p??te?, e?daµe ?t? ?ta? t? p?? s?st?. ?? µ?? ?e???µe p?? t? ??st?? p???ap?as???eta? µe ??a ?atast?µata, ?p?te ???? ?fe????? ?a e??a? p??? p??se?t???? ?a? µe?et?µ???? ?ta? p???e?ta? ?a a??????? ?? ???a, e?d??? µe ta d?s???a ??????µ??? ded?µ??a p?? ß?????µe s?µe?a.                    

?a???a a?t? ????µe epe?d?se? se ??a ??? ???? ??a de?te?? ?at?st?µa, p?? ?a p??sf??e? e?????te?? p??sßas? ?a? ??es? st?? ??sµ? µa?. ?????saµe ?? st?? ?????p??? ?a? et??µ?saµe ?d? ta s??d?a ??a ??a µe?a??te?? ?at?st?µa ap? t? ?f?st?µe??. Ta pe??µ????µe, ?µ??, ?a d??µe p?? ?a e?e??????? ?? ??????µ???? s?????e? p??t?? ???????µe».
?e t?? t??p? p?? ??????ta? ??e? a?t?? t?? de?aet?e? ????? ep?t??e? ?a? ?a e?t?µ??ta? ?a? ?a p??t?µ??ta?, e?d??? ??a t?? ?a??? t??? t?µ??, pa???? p?? ta te?e?ta?a ?????a ? a?ta????sµ?? ??e? ???e? ad?s?p?t?? ?a? ?? ep?????? t?? ??sµ?? p???a????? ????? µe t? ?????. «??? ?ataf?????? ?a d?at????? t? d?pt??? ‘e?t?µ?s? - p??t?µ?s?’ a??µa ?a? st??? ?a?ep??? a?t??? ?a?????;», ??t?µe. G?a ?a p????µe ap? t?? ?. ?at?????st?f? t?? ap??t?s? p??: «S?µa?t??? e??a? ?a µ?? af??e?? t?? ea?t? s?? ?a e?apat?ta?. ?a e?sa? p??t?te p??se?t???? st?? a????? s?? ?a? s??ep?? µe t??? p??µ??e?t?? s??. ?a ?p??????e?? ?a? t? te?e?ta?? se?t ?a? ?,t? ?e?d??e?? ?a t? p??sf??e?? st??? pe??te? s??.                                                                    

???t?te p??s????µe ?a? ?ataf?????µe t? ????sµa ?a ???eta? µe p???? eµp?st?s???. ? pe??t?? µp??e? ?a e??a? ?s????, ????? p?t? ?a s??fteta? ?t? fe??e? e?apat?µ????. ??t? µa? a?taµe?ße? ?a? se d?s???e?, a??µa, pe???d??? - ?p?? ? s?µe???? - ?at? t?? ?p??a pet??aµe ?e???? a???s? sta ?s?d? µa?.              
?pe?d???µe st? d?a??????? st???e?? p?? ???eta? pe??t?? ?a? st??e???µe st?? a?aß??µ?s? t?? e??p???t?s?? t??. ???? ?a? ? eta??e?a ep??d?se p??sfata se ?a???????a ???e?a ?a? e?s???????sµ??a ??f?a µe pe??ss?te?? p??????a, se ??? ?e?t???? s?st?µa ???µat?sµ??, se ?a???????? ??afe?? e??p???t?s?? pe?at?? ?a? st? ?e???? a?aß??µ?s? t?? ?atast?µat??».                                  

? e?s?d?? t?? discounter shops ??e? ep??e?se? s?ßa?? t? s?????? t?? ??a????? eµp?????, a??? ?a? t?? ???e ep??e???s? t?? t?µ?a se d?af??et??? ßa?µ?, s????????µe, ?p?ß?????ta? t? e??t?µa p?? ß???e? a?t? t?? p?a?µat???t?ta ? ?pe?a???? ???a???t??:  «Te????µe ?t? ? d??? µa? ?pe?a???? ?a? ta discounter shops e??a? d?? d?af??et???? ep??e???se?? µe d?af??et??? p?????ta ?a? d?af??et???? st?at??????, p?? p??se?????? d?af??et??? tµ?µata t?? a?????. ?a d?a??s?µa p?????ta t?? discounters e??a? private label (?d??t???? et???ta?) ?a? s??ep?? ? p??????a t??? pe?????sµ???, se s??s? µe t?? ?pe?a???? ???a???t?, p?? d?af??e? a?s??t? s’ ?,t? af??? t?? p??????a. ??t?? e??a? ?a? ? ????? p?? de? ????µe a?s?a??e? ??t??a t?? a?ta????sµ? ap? ta ?atast?µata t?? discounters».                                                       

??? ?d?a st??µ? de? ?e??e? e????? t?? ap? ed? ?a? p??a p??e?a t?? a????? ?a? s??ep?? t?? ??a?eµp?????: «?e t?? pa???sµ?a ??????µ??? ???s? ?a? t?? ????d? t?? ?????a? st?? ??p?? ta pe??????a ste?e???? ?a? a??µ??? s’ a?t??? p?? ?a ???st???. ?? ß??t??? ep?ped? ?a µe???e? ?a? t???? ?a e??a? ??? p?? ?a ?e?d?se??, a??? p?? ?a ?ataf??e?? ?a d?at???se?? a?t? p?? ??e??».

?p? ?e??? se ?e???
? ?d??t??, ???st?? ?at?????st?f?, pa??d?se ta ???a t?? eta??e?a?. ?ts?, s?µe?a d????e?ta? ap? ta t?sse?a pa?d?? ?a? t?? t??t? ?e???, ta e?????a. ? marketing manager, ???st?? ?at?????st?f?, µe t?? ?p??? s???µ????µe, ap?te?e? µ???? t?? t??t?? ?e????. S?µf??a µe t?? ?d??, ? ??e???? ?a? ? ?a??d???s? ap? µ??? t?? ???????e?a? d????? pe??ss?te?? s??????? st?? p??e?a ?a? t? ?e?t?????a t?? ?pe?a?????.                                                       
? eta??e?a e???d?te? s?µe?a 150 ?t?µa, a??et? ap? ta ?p??a e??a? e?e? ap? t?? ??a??? t?? e??as??? t??.