Tilt: shifting your strategy from products to customers

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"Do you know what your customers want? Renowned Marketing professor Niraj Dawar argues that most companies still look for competitive advantage where it used to be: through activities related to new product creation. But today's advantage comes from interactions of a different sort--those you have with your customers. Only companies that recognize and move on this shift will win out in the end. According to Dawar, a professor at the Ivey Business School in Canada, three critical aspects of business have caused this "downstream" shift: the locus of competitive advantage, the locus of activities that add value (those the customer is willing to pay for), and the primary fixed costs in the business. These changes have profound implications for strategy and on the way businesses are measured, monitored, and managed. So as power shifts "downstream, " to where your company interacts with your customers, senior executives and marketers need to understand this new dynamic and reorient your strategy. In fact, most will need to completely shift the center of gravity of the business. Dawar will show you how"--
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ISBN:
9781422187173
9781469029177
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Grouping Information

Grouped Work ID546fec8f-6c97-b738-656b-8eb8bc55ec30
Grouping Titletilt shifting your strategy from products to customers
Grouping Authordawar n
Grouping Categorybook
Last Grouping Update2019-11-29 02:07:18AM
Last Indexed2019-12-15 03:07:15AM

Solr Details

accelerated_reader_point_value0
accelerated_reader_reading_level0
auth_author2Dixon, Walter,
authorDawar, N. (Niraj),
author2-roleDixon, Walter,narrator.
hoopla digital.
author_displayDawar, N
available_at_catalogHuron Street
detailed_location_catalogHuron Street - Adult Nonfiction
display_description"Do you know what your customers want? Renowned Marketing professor Niraj Dawar argues that most companies still look for competitive advantage where it used to be: through activities related to new product creation. But today's advantage comes from interactions of a different sort--those you have with your customers. Only companies that recognize and move on this shift will win out in the end. According to Dawar, a professor at the Ivey Business School in Canada, three critical aspects of business have caused this "downstream" shift: the locus of competitive advantage, the locus of activities that add value (those the customer is willing to pay for), and the primary fixed costs in the business. These changes have profound implications for strategy and on the way businesses are measured, monitored, and managed. So as power shifts "downstream, " to where your company interacts with your customers, senior executives and marketers need to understand this new dynamic and reorient your strategy. In fact, most will need to completely shift the center of gravity of the business. Dawar will show you how"--
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last_indexed2019-12-15T10:07:15.518Z
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literary_formNon Fiction
literary_form_fullNon Fiction
local_callnumber_catalogBUSINESS MNGMNT i
owning_library_catalogAll Anythink Libraries
owning_location_catalogHuron Street
primary_isbn9781422187173
publishDate2013
2014
record_details
Bib IdFormatFormat CategoryEditionLanguagePublisherPublication DatePhysical Description
ils:951285BookBooksEnglishHarvard Business Review Press, [2013]ix, 228 pages ; 25 cm.
hoopla:MWT11212611eAudiobookAudio BooksUnabridged.EnglishGildan Audio, 2014.1 online resource (1 audio file (360 min.)) : digital.
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ils:9512851348699On ShelfOn Shelffalsetruetruefalsefalsetrue
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subject_facetBUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Strategic Planning
Consumer behavior
Consumers
Customer relations
Marketing -- Management
Marketing research
Strategic planning
title_displayTilt : shifting your strategy from products to customers
title_fullTilt : shifting your strategy from products to customers / Niraj Dawar
Tilt : shifting your strategy from products to customers [electronic resource] / Niraj Dawar
title_shortTilt
title_subshifting your strategy from products to customers
topic_facetConsumer behavior
Consumers
Customer relations
Management
Marketing
Marketing research
Strategic planning