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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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Introduction: The New CMO--Why
Aaker, DavidCapítulo de Libro HBS-7795BC-EMarketingMost organizations are rightly proud of the decentralized structures that keep managers close to customers and markets, ahead of competitors, and accountable for results. However, relying on unfettered decentralized organizations with highly autonomous silo units is no longer competitively viable. The world has changed. There is too much at stake to allow silo interests to inhibit or prevent the effort toward achieving strong brands and effective...Desde 8,20 €
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The CMO's First Ninety Days
Aaker, DavidCapítulo de Libro HBS-6290BC-EMarketingWhat should the CMO do during the first ninety days of a new or revitalized job? What should be the first-year agenda? The importance of getting off to a good start and avoiding a bad one is crucial for anyone undertaking a change agent role, even if the change has an extended time horizon. The early efforts should have two prongs: assessing the organization's capability to span silos, and creating an action plan. This chapter is excerpted from ...Desde 8,20 €
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Resource: How Acquisitions and Their Consequences Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayCapítulo de Libro HBS-4459BC-EMarketingThe deep metaphor of resource relates to capacities or abilities that we use to restore or achieve certain states. This chapter explores how consumers view the world through the lens of resource. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."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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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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Create Winning Marketing in a Silo World
Aaker, DavidCapítulo de Libro HBS-6289BC-EMarketingOrganizations need brilliant, break-out-of-the-clutter marketing programs directed at priority markets, especially in these days of media fragmentation. Great marketing is not only cost effective, but will bring silos together. The challenge is how to rise above good to superior in silo markets while creating synergy and leveraging the scope of the organization. This chapter looks at ways of making silos assets instead of hindrances in creating o...Desde 8,20 €
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Engagement: Ties That Bind--Leveraging Consumer Participation
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7856BC-EMarketingMany consumers engage actively with marketers - they talk to market researchers, suggest service improvements, and submit new product ideas. While we tend to think of companies as "producers" and consumers as "receivers," the line between the two is blurred and becoming more so. Just as political democracies are more robust and more representative when citizens engage in public affairs, companies are learning that letting consumers participate in...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, 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 €