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Inhaltsangabe
This work assembles a wide-ranging collection of BCG "thought pieces" in the field of marketing and branding, many of them previously available only to the consultancy's clients. Its central theme of "breaking compromises" refers to the act of moving beyond the impasse of the problematic "either/or" scenario - for example, a product may be perceived as being either cheap or good quality but seldom both. In an environment where customers must compromise to choose, these pieces demonstrate how innovative companies can expose these compromises and use the knowledge to recalibrate the relationship between customer and product.
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Über die Autorin bzw. den Autor
MICHAEL J. SILVERSTEIN is a Senior Vice President and head of the Consumer and Retail practice of The Boston Consulting Group. GEORGE STALK JR. is a Senior Vice President, head of The Boston Consulting Group's Innovation and Marketing initiatives, and comanager of BCG's Toronto office. He is the coeditor of Perspectives on Strategy from The Boston Consulting Group and coauthor of the critically acclaimed Competing Against Time and Kaisha: The Japanese Corporation.
Aus dem Klappentext
Breaking Compromises "To break compromises, executives must first break with the conventional wisdom of their industry-about customers, about industry practices, and about the economics of the business. When they do, faster growth and improved profitability are the result." -from Breaking Compromises Innovation drives competition in today's volatile global marketplace, and a company's most potent competitive advantage resides in its ability to continually generate fresh insights and innovations. As evidenced by the experiences of some of the most spectacular business successes of the past several years, the key to sustained growth through innovation is knowing how to identify and "break" the fundamental compromises, or trade-offs, that industries impose upon their customers. Perhaps the most obvious example of such a trade-off is the time-honored idea that lower price equals lower quality. "The idea of breaking compromises can be a useful organizing principle to focus an entire organization on growth. It provides a systematic way to search for growth opportunities that are logical extensions of a company's existing business system." In Breaking Compromises, members of the world-renowned Boston Consulting Group show you how major players such as Charles Schwab, Circuit City, Chrysler, Coca-Cola, Amazon.com, and others have achieved sustained growth by exposing compromises and recalibrating the fundamental customer/product equation. More importantly, they teach you how to strategically position your organization to be able to continuously uncover and manage fresh growth opportunities through an unswerving focus on breaking compromises. "For a company to grow by breaking compromises, it must have the creativity to translate customer dissatisfactions into new value propositions, the flexibility to engage in constant reorientation of its business system, and the nerve to challenge business-as-usual in its industry." Available to the general business audience for the first time, the essays compiled in Breaking Compromises first appeared in Action in Consumer Markets, a monthly publication written by members of BCG's Consumer and Retail practice. These essays are based on the members' experiences working with many of the world's major companies on the front lines of the most competitive, rapidly changing business environment in history. In them, you will learn about the latest compromise-breaking strategies for branding, e-commerce, global markets, customer retention, and more. A groundbreaking exploration of the major forces driving the consumer and retail businesses over the past half decade, Breaking Compromises is essential reading for marketing executives and managers.
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Breaking Compromises: Opportunities for Action in Consumer Markets from the Boston Consulting Group
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