Tilt, 8. Knowing Who Your Competitors Are

Description

Tilt: 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 on production and products, new market leaders focus on adding value further along the business cycle in sales, distribution, customer interaction, and customer retention-all activities that he calls "downstream." He presents his "tilt" theory in four parts: explaining the new model for business success, identifying where strategic opportunity exists, highlighting the importance of understanding the competitive marketplace, and reviewing the implication of adopting a tilt strategy. The book considers high-level business strategy and includes real-world examples and practical guidance.

Keywords

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