Ricardo, an engineering consultancy, and Sanford C.

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McCann also notes that although females populate the wide range of middle management and frequently have been keepers of the brand culture, there are far too few in CMO and other C-suite roles, or in engineering and product design.

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Social media can now allow us to measure that kind of thought leadership in a more quantitative way, whether the candidate is going to be in marketing or engineering or in one of the C-Level offices.

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The engineering value, if you will, is all in the c's price advantage.

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But especially with hybrids such as the C-Max, he says, variables such as temperature, a driver's behavior and the engineering choices Ford makes to balance mileage and performance can make a big difference.

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