Winning Market Leadership – Strategic Marketing Planning for Technology–Intensive Businesses: Strategic Market Planning for Technology–Driven Businesses - Hardcover

"There are many killer technologies that never translate into market success. This book maps out an integrated strategic marketing process that technology-intensive businesses can use to achieve clear market leadership." (Stephen Nicolle, Vice President, Nortel Networks)"Achieving market leadership is what most companies strive for, but few achieve, especially on a sustainable basis. And for those in technology-driven businesses, the challenge is all the more formidable because of the continuous and rapid change in technology as well as the marketplace. The authors are right on target in their emphasis on the need for strategic market planning in this kind of environment--and give a multitude of examples to prove their points." (John M. Thompson, Senior Vice President & Group Executive, IBM Corporation) "Winning Market Leadership presents marketing concepts that work. As you read this book, you will feel that you have the master teacher at your side giving you confidence to tackle any marketing obstacle. I think that this book will be one that every business leader is going to want on his or her shelf." (Fred Hume, President and CEO, Data I/O Corporation) "The Winning Market Leadership process has become part of National's mindset. It has helped the Analog Group to identify attractive market opportunities and leverage scarce resources to achieve some big wins in the market." (Patrick J. Brockett, Executive Vice President of the Analog Products Group, National Semiconductor Corporation) "In Winning Market Leadership, the concepts of 'market chains' and 'market webs' are ones that all high-technology executives will want to understand. They are the backbone of a planning processthat will allow strategic thinking to replace strategic plans." (David Churchill, Vice President and General Manager, Oscilloscope Division, Tektronix Inc.) "Winning Market Leadership provides an excellent, disciplined methodology for analyzing business opportunities. A cross-functional common denominator embraceable by all functional groups." (Joe Greulich, President, Solvay Engineered Polymers) "Winning Market Leadership emphasizes what every marketing or general management executive must learn--the only proven business success model comes from 'outside-in' thinking. An understanding of market segments, competition, dynamics of product acceptance, and the problems the customer needs to solve--the outside world--are more import

Strategic market planning in technology-intensive businesses is more complex and is less manageable than in most other organizations. The technology-driven business environment is intensely competitive, complex, and dynamic, and planning needs to be done quickly and often. Winning Market Leadership offers a refreshing new approach to strategic market planning in these very demanding technology-intensive markets. It provides a systematic and highly integrated process for evaluating market opportunities and for developing strategies to lead in chosen markets. Its proven, highly practical approach to strategic market planning has allowed leading companies worldwide to: plan faster, focus on cash-flow and profitability, create "living plans" that reflect changing market conditions and competitive dynamics, involve cross-functional teams effectively, and drive to "yes/no" decisions. The book resulted from project-based executive programs developed by the authors for corporate clients such as IBM, Nortel Networks, National Semiconductor, and General Electric. This strategic market planning process has been refined and tested with over a thousand managers and executives in North America, Europe, and Asia. Winning Market Leadership:* Is targeted at managers in technology-intensive businesses such as computers, telecommunications, software, biotechnology, semiconductors, instruments, pharmaceuticals, and advanced materials.* Focuses on the key issues and tough choices faced by executives in very demanding technology-intensive markets.* Outlines a clear 10-step process for building winning market plans, including: identifying opportunities, understanding the competition, managing critical relationships, understanding the profit dynamic, and more.* Features examples from high-tech companies such as Intel, Compaq, Hewlett-Packard, Glaxo Wellcome, and General Electric.* Includes "Key Questions for Executives and Managers" at the end of each chapter that help eliminate "blind spots" in the planning process. Winning Market Leadership is relevant to all executives and managers who play a significant role in developing cross-functional strategic market plans for their business: general managers; marketing managers; strategic planners; managers in business development, engineering, and R and project team leaders.