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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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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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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 €