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Reframing the Opportunity Space: How Allianz Identified New Opportunity Spaces--Studying the Demand Landscape for Hidden Growth Opportunities
Joachimsthaler, ErichBook Chapter HBS-4838BC-EStrategyA demand landscape provides a powerful point of departure to explore opportunities by using, figuratively speaking, a varied set of binoculars and photographic lenses. To ensure continued growth, your company must continually reframe its opportunity space and enlarge the areas where you can seek opportunities in order to stay relevant to customers' lives. This chapter uses the case of Allianz to illustrate the benefits of adopting breakthrough in...Starting at €8.20
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Creating the Demand Landscape: How Frito-Lay Positioned an Existing Brand to Intersect with Consumers' Daily Life--A New Approach to Measuring Consumer Behavior
Joachimsthaler, ErichBook Chapter HBS-4840BC-EStrategyRather than segmenting customers according to age, lifestyle, and regional and social characteristics, creating a demand landscape maps the intersection of behavior (activities, projects, tasks, and to-dos driven by goals, needs, urges, sensations, and desires in the social-cultural context) with the capacity of an innovation to fit in and embed itself in the way in which people operate every day. This chapter provides a step-by-step guide to cre...Starting at €8.20
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Internalizing the Innovation and Growth Agenda: Realizing Lasting Customer Advantage
Joachimsthaler, ErichBook Chapter HBS-4834BC-EStrategyEnjoying the success that a well-placed offering can produce, a company can easily allow its new success to inadvertently foster blind spots that hide future strongholds of consumer advantage. What's needed is a way for companies to embed a powerful new demand-first perspective toward profitable growth and innovation. This chapter describes the challenges GE Healthcare and Deutsche Telekom faced as they tried to do just that. This chapter is exc...Starting at €8.20
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Creating Customer Advantage
Joachimsthaler, ErichBook Chapter HBS-4836BC-EStrategyBrands are the principal means of connecting the strategy for innovation of growth of the firm with the ecosystem of consumer demand. The trick is harnessing the power of brands without allowing their power to limit a company's perspective. This chapter looks at the case of BMW to explore how companies can use the power of the brand to connect with customers, and to engage them and build a profitable business on the back of a strong portfolio and...Starting at €8.20
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Structuring the Opportunity Space: How GE Healthcare Found Imagination Breakthroughs Through Defining a New Growth Platform
Joachimsthaler, ErichBook Chapter HBS-4839BC-EStrategyBy themselves, new opportunities for innovation and growth do not create value-they must be executed. By themselves, they do not lead to productive change and sustainable customer advantage-they must be executed. The demand-first innovation and growth model not only helps you identify opportunities for innovation, but enables you to restructure and recalibrate the opportunity space (by identifying demand-first growth platforms), and formulate a s...Starting at €8.20
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Looking from the Outside In: The Dangers of Not Understanding Your Customers
Joachimsthaler, ErichBook Chapter HBS-4825BC-EStrategyEven the most successful companies sometimes cannot spot or recognize and pursue the abundant growth opportunities that exist in plain sight. This chapter describes a new model for innovation and growth, a demand-first model that provides companies with an unbiased, untainted view and an outside-in perspective of the demand opportunities before their own offerings are taken into consideration. This model allows companies to identify and develop i...Starting at €8.20
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Connecting with and Engaging Customers: Strategies for Realizing Customer Advantage
Joachimsthaler, ErichBook Chapter HBS-4835BC-EStrategyA company cannot create customer advantage until it first connects with and engages consumers. Understanding the relationships consumers have with your organization will better enable you to grow in new markets, reinvent your business model, expand into adjacent markets, and build new demand-first growth platforms. This chapter is excerpted from "Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy."Starting at €8.20
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Formulating a Strategic Blueprint for Action: How State Street Reinvented Its Business and How the Axe Brand Redefined an Entire Category
Joachimsthaler, ErichBook Chapter HBS-4837BC-EStrategyCompanies that do not explicitly define, structure, analyze, and prioritize their opportunity spaces often chase romantic dreams about big ideas and breakthrough products or services, but fail to realize those dreams. This chapter describes how State Street and Axe brand created strategies that guided the activation of new growth platforms from the highest strategic level all the way to activation in customers' everyday lives. This chapter is ex...Starting at €8.20
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Capturing the Ecosystem of Demand: Placing Customer Advantage at the Center of Your Innovation Strategy
Joachimsthaler, ErichBook Chapter HBS-4841BC-EStrategyWhen an organization's understanding of the ecosystem of customer demand drives innovation and the business agenda, and when an organization's processes have been properly aligned, the chances are significantly high for sustainable, replicable, predictable growth. This chapter presents the demand-first innovation and growth model (DIG)-a systematic and repeatable process that helps companies embed the pursuit of customer advantage deep within the...Starting at €8.20