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The Dynamics of Customer Value and Competitive Advantage
內容大綱
In their book Grow By Focusing on What Matters (© 2010 Business Expert Press), Professors Urbany and Davis start from the premise that growth and competitive advantage are about effective positioning. Through nine chapters they explain how to build positioning using a "3-circle model" that facilitates speed of understanding and action by focusing attention on the most critical strategy concepts in a demanding and uncertain competitive environment. Chapter 8 focuses on the dynamic aspects of markets. Market dynamics require a constant search for differentiation that can, paradoxically, lead to "sameness," as producers revise their products to neutralize the advantages of competing products. The authors explain how value moves through the 3-Circle model by demonstrating how markets and competitors change and how competitive advantage shifts over time. They also offer guidance on how to anticipate market changes. The book's outline: Chapter 1 The Challenges of Growth Chapter 2 Introduction to 3-Circle Analysis Chapter 3 Defining the Context Chapter 4 The Meaning of Value Chapter 5 Sorting Value Chapter 6 Growth Strategy Chapter 7 Implementation: An Inside View of the Organization Chapter 8 The Dynamics of Customer Value and Competitive Advantage Chapter 9 Summary: Growth Strategy in 10 Steps