But while the bigness of information volume poses tremendous management challenges, the badness of much of that data makes it even worse.

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The tepid investor response to these ETFs is highlighted by their respective assets under management and daily trading volume.

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When told that one analyst questions whether Smucker's management has focused on volume at the expense of operating margin, which dropped to 8.7% last year from 11% in 1994, Richard Smucker is polite, but unapologetic.

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She points out that operating profit margins have expanded from 4% to more than 10% due to volume gains, new programs and better cost management.

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"It is also worthwhile to mention that at no stage had I indicated to the England team management that the third umpire had forgotten to adjust the volume of the speakers, " added Mahanama.

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"One of the reasons we're so excited about community data is the sheer volume of it, " says Rik Temmink, vice president for product management at TeleAtlas, the digital mapping subsidiary of sat-nav manufacturer TomTom.

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Success can breed success, but as management strategist and author Jim Collins demonstrated in Good to Great (and in his subsequent volume written with Morten Hansen Great by Choice) too often companies begin to think that things will be better because they have been good in the past.

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