Beyond the Familiar (ePub)
Long-Term Growth through Customer Focus and Innovation
(Sprache: Englisch)
Strong customer-focused companies have a clear, relevant promise
which they obsessively deliver day-in, day-out. At the same time,
they relentlessly drive the market by evolving the offer in the
face of market developments and opportunities. Because they...
which they obsessively deliver day-in, day-out. At the same time,
they relentlessly drive the market by evolving the offer in the
face of market developments and opportunities. Because they...
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Produktinformationen zu „Beyond the Familiar (ePub)“
Strong customer-focused companies have a clear, relevant promise
which they obsessively deliver day-in, day-out. At the same time,
they relentlessly drive the market by evolving the offer in the
face of market developments and opportunities. Because they meet
customer needs better than the competition, again and again, they
are able to generate sustainable, profitable, market-leading
organic growth. The problem the book addresses is how to achieve
this. The authors identify five key steps using their framework for
success:
* Offer a clear, relevant customer promise
* Build customer trust by reliably delivering that
promise
* Continuously improve the promise, while still
reliably delivering it
* Drive the market by innovating beyond the
familiar
* Support all this with an open organization that
promotes frank discussion based on clear facts and market
feedback.
Above all the book runs counter to the fashionable claim that
the starting-point for business success should be to find a
'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise and
Meehan use many compelling cases to illustrate how managers can
find ways within their existing network and organization to achieve
long term growth.
which they obsessively deliver day-in, day-out. At the same time,
they relentlessly drive the market by evolving the offer in the
face of market developments and opportunities. Because they meet
customer needs better than the competition, again and again, they
are able to generate sustainable, profitable, market-leading
organic growth. The problem the book addresses is how to achieve
this. The authors identify five key steps using their framework for
success:
* Offer a clear, relevant customer promise
* Build customer trust by reliably delivering that
promise
* Continuously improve the promise, while still
reliably delivering it
* Drive the market by innovating beyond the
familiar
* Support all this with an open organization that
promotes frank discussion based on clear facts and market
feedback.
Above all the book runs counter to the fashionable claim that
the starting-point for business success should be to find a
'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise and
Meehan use many compelling cases to illustrate how managers can
find ways within their existing network and organization to achieve
long term growth.
Inhaltsverzeichnis zu „Beyond the Familiar (ePub)“
PREFACE vi ACKNOWLEDGEMENTS ix Chapter 1 What Every CEO Wants 1 Chapter 2 Your Promise to the Customer 19 Chapter 3 Delivering Today's Promise Better and Better Every Day 39 Chapter 4 Driving the Market by Relentlessly Improving the Promise 67 Chapter 5 Innovating Beyond the Familiar 93 Chapter 6 Opening Up: What Leaders Must Do 119 POSTSCRIPT 145 END NOTES 151 INDEX 167 ABOUT THE AUTHORS 174
Autoren-Porträt von Patrick Barwise, Sean Meehan
Patrick Barwise is emeritus professor of management and marketing at London Business School and chairman of Which?, the UK's leading consumer organization. He joined LBS in 1976 after an early career at IBM and has published widely on management, marketing, media, and research methods. He is an experienced conference speaker and expert witness, having worked on commercial, tax, and competition cases in Brussels, Frankfurt, London, Paris and Washington. He has also has been involved in two successful start-up businesses: the online field research company Research Now (acquired by e-Rewards in 2009) and the online brand community specialist Verve.Seán Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD in Lausanne, Switzerland. Since joining IMD in 1997, he has directed both its MBA program and its Orchestrating Winning Performance open executive program, but his main focus has been on designing and delivering customized offerings for leading global companies such as Air France-KLM, Caterpillar, Hilti, Mastercard, Sandvik, Telefonica, and Toyota. His research is about understanding and addressing the challenges of becoming customer-focused. His early career was in client service and marketing roles at Arthur Andersen and Deloitte.
The authors' previous book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, won the American Marketing Association's 2005 Berry-AMA Book Prize and has been translated into seven other languages. Their research has also been published in the Harvard Business Review, MIT Sloan Management Review, and other leading management journals.
Bibliographische Angaben
- Autoren: Patrick Barwise , Sean Meehan
- 2011, 1. Auflage, 208 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0470976500
- ISBN-13: 9780470976500
- Erscheinungsdatum: 19.09.2011
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- Größe: 1.07 MB
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Sprache:
Englisch
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