Tilt
Shifting Your Strategy from Products to Customers
(Sprache: Englisch)
Most businesses are still looking for competitive advantage in the places it used to be rather than where it is to be found today - "downstream" in interactions with customers. Marketing professor Niraj Dawar explains this big shift, and how to leverage it.
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Most businesses are still looking for competitive advantage in the places it used to be rather than where it is to be found today - "downstream" in interactions with customers. Marketing professor Niraj Dawar explains this big shift, and how to leverage it.
Klappentext zu „Tilt “
Shift your strategy downstream.Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again.
Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory?and by inventing exciting new products that competitors could not replicate.
But these sources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competitors can rapidly decipher and deploy the recipe for your product's secret sauce and use it against you. ?Upstream," product-related advantages are rapidly eroding.
This does not mean that competitive advantage is a thing of the past. Rather, its center has shifted. As marketing professor Niraj Dawar compellingly argues, advantage is now found ?downstream," where companies interact with customers in the marketplace.
Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization. With vivid examples from around the world, ranging across industries and sectors, Dawar shows how companies are reorienting their strategies around customer interactions to create and capture unique value. And he demonstrates how, unlike product-related advantage, this value is cumulative, continuously building over time.
In an increasingly customer-centered world marketplace, let Tilt serve as your guide to shifting your strategy downstream?and achieving enduring competitive advantage.
Autoren-Porträt von Niraj Dawar
Niraj Dawar is a strategic thinker and author who has worked with leading organizations on three continents. He is Professor of Marketing at the Ivey Business School in Canada and Hong Kong. He has worked with senior management teams in companies in the technology, banking, and consumer goods industries. His published work appears in the Harvard Business Review , MIT Sloan Management Review , and in the leading academic journals in marketing.Bibliographische Angaben
- Autor: Niraj Dawar
- 2013, 240 Seiten, Maße: 15,2 x 24,2 cm, Leinen, Englisch
- Verlag: Harvard Business Review Press
- ISBN-10: 1422187179
- ISBN-13: 9781422187173
- Erscheinungsdatum: 05.11.2013
Sprache:
Englisch
Rezension zu „Tilt “
ADVANCE PRAISE for "Tilt" Russell S. Winer, William H. Joyce Professor of Marketing; Chair, Marketing Department, NYU Stern School of Business--"In this highly readable and important book, Niraj Dawar offers marketing managers a road map for obtaining a sustainable competitive advantage. By 'tilting' toward their customers and their interactions with them, marketers will move from product-centric to customer-centric thinking and increase their success in today's highly competitive marketplace."Arkadi Kuhlmann, CEO, ZenBanx Inc.; former Chairman and CEO, ING Direct--""Tilt" challenges us to place customers at the heart of strategy. With product cycles shortening and product costs shrinking, this book brings to life a deeper understanding of how strategy can be made more powerful. A must-read."Chris Barrow, Chief Strategy Officer, Heineken N.V.--"Given the changes in the consumer goods industry, "Tilt" really got me to think in a different way. It puts a new focus on understanding and leveraging any organization's customers and consumers. An essential read for all current and aspiring C-level executives."Rohit Deshpande, Sebastian S. Kresge Professor of Marketing, Harvard Business School--"The democratization of technology, the flattening of the earth, and emergent market disruptors are fundamentally changing how we should think about competitive strategy. Niraj Dawar makes a powerful argument for tilting company resources from upstream to downstream value creation in order to capture and retain customers. Read this book."Vivek Mehra, Partner, August Capital--"This book will shake the faith of any tech start-up's product obsession. It provides a fresh new way of looking at market dynamics, customers, and competition. "Tilt" is essential reading for entrepreneurs and executives building successful businesses, not just better products."
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