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Tilt, Introduction
Dawar, NirajCapítulo de Libro 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...Desde 8,20 €
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Tilt, 3. Seizing the Downstream Advantage
Dawar, NirajCapítulo de Libro 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...Desde 8,20 €
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Marketing in the Age of Alexa
Dawar, NirajArtículo HBS-R1803E-EMarketingOver the next decade, as artificially intelligent assistants like Alexa and Siri become the main channel through which people get information, goods, and services, the way companies acquire, serve, and retain customers will radically change. Because the bots will have deep knowledge about individuals' habits and preferences, they'll be able to anticipate a consumer's needs even better than the consumer herself can. They'll ensure that routine pur...Desde 8,20 €
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Tilt, 8. Knowing Who Your Competitors Are
Dawar, NirajCapítulo de Libro 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...Desde 8,20 €
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A Better Way to Map Brand Strategy
Dawar, Niraj; Bagga, CharanArtículo HBS-R1506G-EMarketingCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping to understand how consumers feel about their brands relative to competitors', to find gaps in the marketplace, and to develop brand positions. But the business value of these maps is limited because they fail to link a brand's market position to business performance metrics such as pricing and ...Desde 8,20 €
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Tilt, 6. Scoping Out the Playing Field
Dawar, NirajCapítulo de Libro 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...Desde 8,20 €
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Tilt, 11. Tilting Your Strategy and Organization
Dawar, NirajCapítulo de Libro 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...Desde 8,20 €
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Tilt, 9. Busting Myths in the Marketplace Wars
Dawar, NirajCapítulo de Libro 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...Desde 8,20 €
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Tilt, 10. Understanding Why Downstream Competitive Advantage Is Sustainable
Dawar, NirajCapítulo de Libro 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...Desde 8,20 €
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Tilt, 4. Seeing New Value in Your Customers
Dawar, NirajCapítulo de Libro 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 ...Desde 8,20 €