Good Luck

Alex Rovira heads the qualitative division of marketing consulting firm Salvetti & Llombart. He is coauthor (with Bernard Dubois) of the Spanish version of Understanding the Consumer. Fernando Trías de Bes cofounded and directs Salvetti & Llombart. He is coauthor (with Philip Kotler) of Lateral Marketing.They are professors at ESADE, one of Spain’s most respected business schools, and have worked with many top organizations, including Bayer, Chrysler, Credit-Suisse, Dannon, Frito-Lay, Hewlett-Packard, Mercedes-Benz, Microsoft, Morgan Stanley, Nestlé, Oxfam, Paramount, Pepsi, Sony, and Universal.

“...close to notching up worldwide sales of one million in countries as varied as Germany, Indonesia and North Korea…” (The Guardian, 26th September 2004)

• Part One The Encounter 1Part Two The Legend of the Magic Clover 19Part Three Finding Good Luck Again 117Part Four Some People Who Agree with Us 125Part Five Decalogue, Moral of the Story, and New Origins of Good Luck 131Acknowledgments 139The Authors 143