Heavy Artillery Strikes - 40 Market Strategy Actions to Drive Rapid Enterprise Growth

Author: (American) Rita Gunther McGrath, Ian C. MacMillan, translated by Xu Guangtong, Pu Xiaoyu, Zhan Zhengmao
Publisher:
Publish Date: 2006-12-01
Features: Your stakeholders demand growth; your company needs growth; your career success is also tied to your effectiveness in driving growth, rising and falling with its level. Senior executives often talk about their grand growth plans, yet few of these plans actually deliver growth or improve profitability. So, how can you achieve success and break through the obstacles that make significant growth so challenging? In this "hands-on" guide, Rita Gunther McGrath and Ian C. MacMillan distill powerful strategic actions they call the "Market Cannon" method. This approach can significantly reconfigure profit streams within an industry, helping businesses defeat traditional competitors and ultimately achieve impressive growth. Based on extensive research, the authors describe 40 proven Market Cannon strategies and propose five overarching strategies that certain companies have used to foster new growth:
- Transforming the overall customer experience: Making it simpler and faster, enabling customers to benefit from purchasing the product.
- Reconfiguring products and services: Improving them to be significantly better than competitors' offerings.
- Redefining the business and its key metrics: Changing the way you or your customers operate the business in a way that significantly boosts performance.
- Anticipating or leveraging industry changes: Capitalizing on changes before competitors do.
- Creating new market spaces: Activating and nurturing a new market.
The book illustrates each Market Cannon action with vivid examples, highlighting potential pitfalls. It also introduces various execution tools and checklists to guide you in exploring opportunities within your own business platform, successfully implementing the chosen strategies, and maximizing new opportunities to enhance profitability. The book also provides methods to avoid common execution issues and guidance on fostering organizational collaboration to eliminate execution barriers, serving as a practical guide to driving sustainable profit growth using reliable and effective methods.