000			01924nam a22002537a 4500
008			131204b xxu||||| |||| 00| 0 eng d
020			_a9781422187173
082			_a658.802 _bDAW
100			_aDawar, Niraj.
245			_aTilt : shifting your strategy from products to customers
260			_aBoston, Massachusetts, _bHarvard Business Review Press, _c2013
300			_aix, 228 pages; 24 cm.
520			_a""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."
650			_aBusiness & Economics Management
650			_aBusiness & Economics Marketing General
650			_aBusiness & Economics Strategic Planning
650			_aBusiness and Management
650			_aConsumer behavior
650			_aCustomer relations
650			_aMarketing Management
650			_aMarketing research
650			_aStrategic planning
942			_2ddc _cB
999			_c153158 _d153158