Market-Driven Strategy – The Value Creation Process

Author: George Day (USA)
Translator: Ni Haipeng et al.
Editor-in-Chief: Zang Mingyun
Publisher:
Publish Date: 2005-03-01
Features: This book is rich in content and is an invaluable resource for managers who want to become market-driven organizations. The guidance it provides on how companies can externalize operations and create customer value is highly operational. George Day offers crucial insights on how companies can truly become market-driven enterprises. This book is extremely valuable for anyone involved in designing and formulating competitive strategies. George Day compellingly demonstrates that old competitive approaches and much of the traditional wisdom about organizations have beened by concentrated forces: large markets are fragmented into narrow segments, while individual markets themselves become global; information technology blurs the boundaries between organizations and markets and accelerates decision-making; technological changes continuously shorten product life cycles, while customers demand faster responses and higher quality. These forces also give rise to new retailers, distributors, and new connections with customers. The extent of market changes has far outpaced the speed at which traditional businesses can react. Day strikingly proposes the creation of customer value—without customer value, there is no shareholder value. Day introduces five key, interdependent choices that managers of market-driven organizations in the 1990s must make. Day tells us how companies that think forward can choose markets, differentiate products, select communication and distribution channels, decide on the scale and scope of support activities, and identify future growth areas. Finally, Day emphasizes the responsibility that arises from a bottom-up understanding of customer and competitive realities, guided by a strategic perspective. A strong strategic perspective is a shared intent across the entire organization and can create an atmosphere of winning. By focusing on aspirational leadership, measuring progress by achievements, and seeking new competitive advantages through high-quality customer service, the actions and aspirations of the organization are given meaning.