Tilt, 11. Tilting Your Strategy and Organization

Description

In 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 customer communication and knowledge capacity must be internal to the company. The author considers how companies with tilt strategies are structured and managed differently than upstream-oriented firms in their identity, planning vision, product and innovation approach, and customer contact. He looks specifically at marketing and sales functions in a company with downstream strategy.

Keywords

Brand management Communication Competitive advantage Consumer behavior Customer databases Customer relationship management Marketing Marketing strategy