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Tilt, Introduction
Dawar, NirajBook Chapter HBS-0001BC-EMarketingTilt: Shifting Your Strategy from Products to Customers is an 11-chapter book published in 2013 by Harvard Business Review Press and written by Niraj Dawar, professor of marketing at the Ivey School of Business. The author presents his theory on how sustainable competitive advantage depends today on a company's ability to tilt, or shift, its business model from product innovation to value innovation. He explains that, unlike the traditional focus...Starting at €8.20
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Tilt, 3. Seizing the Downstream Advantage
Dawar, NirajBook Chapter HBS-0004BC-EMarketingIn Chapter 3, Seizing the Downstream Advantage (10 pages), the author looks at the unique value of customer-focused strategies. He explains that to create a successful tilt strategy, a company must categorize its company's resources as either upstream or downstream. While an upstream strategy focuses on products and production, the downstream strategy involves a company's knowledge of and relationship with customers. The author then analyzes both...Starting at €8.20
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Tilt, 8. Knowing Who Your Competitors Are
Dawar, NirajBook Chapter HBS-0011BC-EMarketingTilt: Shifting Your Strategy from Products to Customers is an 11-chapter book published in 2013 by Harvard Business Review Press and written by Niraj Dawar, professor of marketing at the Ivey School of Business. The author presents his theory on how sustainable competitive advantage depends today on a company's ability to tilt, or shift, its business model from product innovation to value innovation. He explains that, unlike the traditional focus...Starting at €8.20
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Tilt, 6. Scoping Out the Playing Field
Dawar, NirajBook Chapter HBS-0007BC-EMarketingChapter 6, Scoping Out the Playing Field (8 pages), begins a three-chapter examination of how the customer makes purchase decisions. The author considers why branding can be a powerful downstream competitive advantage. He explains that the goal of brand management is to capture customer mindshare and defines the competitive playing field as the time and brain power a customer spends thinking about a brand and purchase. He further explains that th...Starting at €8.20
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Tilt, 11. Tilting Your Strategy and Organization
Dawar, NirajBook Chapter HBS-0012BC-EMarketingIn Chapter 11, Tilting Your Strategy and Organization (14 pages), the author explains three underlying principles of creating downstream competitive advantage. First, opportunities for new strategies lie downstream with the marketplace and customer, not within the company. Second, strategy can create both sustainable and accumulative competitive advantage. Third, while some capabilities can be outsourced, such manufacturing and delivery, the cust...Starting at €8.20
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Tilt, 9. Busting Myths in the Marketplace Wars
Dawar, NirajBook Chapter HBS-0009BC-EMarketingChapter 9, Busting Myths in the Marketplace Wars (28 pages), launches a three-chapter section on strategic implications of a tilt strategy. The author challenges six assumptions about upstream business strategy and suggests new approaches. First, he explains that market leadership is determined by which product delivers the best on the critical criteria for that market. Second, he shows leading customer desires is the key to market success. Third...Starting at €8.20
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Tilt, 4. Seeing New Value in Your Customers
Dawar, NirajBook Chapter HBS-0005BC-EMarketingChapter 4, Seeing New Value in Your Customers (22 pages), launches a three-chapter exploration of how successful companies create competitive advantage using their market and customer data. The author argues that a company's ability to aggregate data to reveal patterns and changes across its customer base is an important proprietary asset. Advances in technology have revolutionized how a business can collect and use a greater volume and range of ...Starting at €8.20
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Tilt, 7. Taking Control of Criteria of Purchase
Dawar, NirajBook Chapter HBS-0008BC-EMarketingIn Chapter 7, Taking Control of Criteria of Purchase (24 pages), the author explores the consumer decision-making process. He explains how customer decisions are based on a set of criteria about product benefits that an individual uses to organize and assess different brands. Competitive advantage comes from a company's ability to influence which criteria customers use for decision-making. The author shows how a market leader can be the first bra...Starting at €8.20
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Tilt, 10. Understanding Why Downstream Competitive Advantage Is Sustainable
Dawar, NirajBook Chapter HBS-0010BC-EMarketingChapter 10, Understanding Why Downstream Competitive Advantage Is Sustainable (13 pages), outlines the reasons behind the success of tilt strategies in two ways. First, the author shows how downstream competitive advantage creates a network effect, or market success within a group that draws others into that group. He explains why this type of advantage is powerful and unique, and provides insight into how to create this effect. Second, he explai...Starting at €8.20
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Tilt, 2. Slashing Your Customers' Costs and Risks
Dawar, NirajBook Chapter HBS-0003BC-EMarketingChapter 2, Slashing Your Customers' Costs and Risks (22 pages), explains how downstream strategy is based on broad innovation that starts with identifying the customer's costs and risks involved in the purchase decision. He presents examples of companies that have developed successful downstream innovations, such as Premier Auto Group, MasterBuilders, and Hyundai, and considers how a company could systemize the downstream tilt process. He lists q...Starting at €8.20