Sign in. 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.
The book considers high-level business strategy and includes real-world examples and practical guidance. In the Introduction 19 pages , the author defines key terminology and explains the changes in the business world that underlie his theory.
He argues that marketplace success depends on understanding the reasons behind a customer's product or service purchase and that these decisions aren't based on the products themselves, but on the values of trust, reliability, and reputation rooted in the customer interaction.
Because the customer interaction occurs after product development and production, maximizing these values requires a departure from traditional business strategy, which is focused on production and products. Dawar explains the basic concepts of his theory and provides examples of businesses that are shifting their strategic focus to value creation.
Brought to you by:. What's included: Educator Copy. Not teaching at a university? Register as a student Register as an individual. Rather, its center has shifted. As marketing professor Niraj Dawar compellingly argues, advantage is now found "downstream," where companies interact with customers in the marketplace. With vivid examples from around the world, ranging across industries and sectors, Dawar shows how companies are reorienting their strategies around customer interactions to create and capture unique value.
And he demonstrates how, unlike product-related advantage, this value is cumulative, continuously building over time. In an increasingly customer-centered world marketplace, let "Tilt" serve as your guide to shifting your strategy downstream--and achieving enduring competitive advantage. Brought to you by:. What's included: Educator Copy. Not teaching at a university? Register as a student Register as an individual.
Overview Included Materials Related. Details Pub Date: Oct 15, Discipline: Strategy. Subjects: Competitive advantage Customer relationship management Customer retention International business. Source: Harvard Business Press Books. Length: page s. X We use cookies to understand how you use our site and to improve your experience, including personalizing content.
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