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Tilt : Shifting your Strategy from Product to Customers

Ingenaaid Engels 2013 9781422187173
Verkooppositie 2760
Verwachte levertijd ongeveer 8 werkdagen


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.


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Introduction: Tilting downstream

Part 1: Your center of gravity
1. Finding the new locus of competitive advantage
2. Slashing tour customer’s costs and risks
3. Seizing the downstream advantage

Part 2: The Perch, Mapping markets networks
4. Seeing new value in your customers
5. Extracting value from the big picture

Part 3: The deep dive: The competitive playing field inside the customer’s mind
6. Scoping out the playing field
7. Taking control of criteria of purchase
8. Knowing who your competitors are

Part 4: The bottom line
9. Busting myths in the marketplace wars
10. Understanding why downstream competitive advantage is sustainable\
11. Titling your strategy and organization

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        Tilt : Shifting your Strategy from Product to Customers