Notice bibliographique
- Notice
Type(s) de contenu et mode(s) de consultation : Texte noté : sans médiation
Auteur(s) : Dawar, Niraj
Titre(s) : Tilt [Texte imprimé] : shifting your strategy from products to customers / Niraj Dawar
Publication : Boston : Harvard business review press, cop. 2013
Description matérielle : 1 vol. (ix-228 p.) ; 24 cm
Comprend : Machine generated contents note: pt. One Your Center of Gravity ; 1.Finding the New
Locus of Competitive Advantage ; 2.Slashing Your Customers' Costs and Risks ; 3.Seizing
the Downstream Advantage ; pt. Two The Perch Mapping Market Networks ; 4.Seeing New
Value in Your Customers ; 5.Extracting Value from the Big Picture ; pt. Three 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 ; pt. Four The Bottom Line ; 9.Busting Myths in the Marketplace Wars
; 10.Understanding Why Downstream Competitive Advantage Is Sustainable ; 11.Tilting
Your Strategy and Organization.
Note(s) : "Do you know what your customers want? Renowned Marketing professor Niraj Dawar argues
that most companies still look for competitive advantage where it used to be: through
activities related to new product creation. But today's advantage comes from interactions
of a different sort--those you have with your customers. Only companies that recognize
and move on this shift will win out in the end. According to Dawar, a professor at
the Ivey Business School in Canada, three critical aspects of business have caused
this "downstream" shift: the locus of competitive advantage, the locus of activities
that add value (those the customer is willing to pay for), and the primary fixed costs
in the business. These changes have profound implications for strategy and on the
way businesses are measured, monitored, and managed. So as power shifts "downstream,"
to where your company interacts with your customers, senior executives and marketers
need to understand this new dynamic and reorient your strategy. In fact, most will
need to completely shift the center of gravity of the business. Dawar will show you
how"
Sujet(s) : Relations avec la clientèle -- Gestion
Comportement des consommateurs
Marketing -- Recherche
Marketing -- Gestion
Indice(s) Dewey :
658.802 (23e éd.) = Sujets généraux de la gestion du marketing
Identifiants, prix et caractéristiques : ISBN 978-1-4221-8717-3 (hbk.)
Identifiant de la notice : ark:/12148/cb437863392
Notice n° :
FRBNF43786339
(notice reprise d'un réservoir extérieur)