Market Revelation: Stories of Innovation, Innovation, and Revitalization

Author: Piercy
Publisher:
Publish Date: 2005-01-01
Features: Professor Nigeel Piercy, hailed as a "profound corporate strategist" by marketing master Kotler, presents readers with highly engaging modern business "stories" in this book based on his innovative and in-depth research on strategy and marketing. These "stories" are delivered in a highly creative and unconventional way, distinct from traditional "case studies," by focusing on the analysis of value-driven strategies, helping readers understand the reality of companies executing a shift toward market-oriented strategies. The Market Revelation reflects the author's views:
· The business world is exciting, volatile, and unpredictable—our "stories" and research should follow this principle!
· Seeking optimal value is replacing traditional brand and relationship strategies.
· The challenges companies face are innovation and revitalization; otherwise, they are on a one-way path to degradation and decline.
· From Dell Computers and EasyJet to Amazon and Skoda Cars, these creative companies appropriately teach us what innovation and new business models are.
· Past rigid analytical frameworks no longer suit the needs of reality—the stories of innovation and revitalization show how these companies developed creative strategies to respond to threats and fully leverage "opportunities."
This book is tailor-made for managers, highly readable, and an ideal resource. It is also equally suitable for undergraduate and MBA instructors and students, as well as individuals participating in advanced management training programs in marketing and strategic management.