George S Day

The Market Driven Organization (eBook, ePUB)

Understanding, Attracting, and Keeping Valuable Customers

• Format: ePub

Produktbeschreibung

For forty years managers have been exhorted to "stay close to the customer and ahead of the competition." And with good reason Research now shows that market driven organizations outperform their rivals. Given the obvious benefits, why do so many companies fail to become market driven? Because their internal processes, structures, incentives, and controls get in the way, says George Day, one of the world's leading authorities on mar keting Strategy. Building on his pathbreaking book Market Driven Strategy and a decade of experience in coaching firms to deliver superior customer value, Day presents for the first time a battle tested hame work for creating the market-driven organization.
In eminently readable prose, Day argues that in successful market driven organizations, three key elements -- capabilities, culture, and configuration -- are aligned to the market. Day explores the distinctive market sensing and market relating capabilities that are at the heart of the market-driven companies. He draws on examples of such market-driven firms as Intuit, Wal-Mart, Virgin Airlines, Disney, and Gillette to illustrate how intimate knowledge of their customers and markets gives these firms a powerful advantage over rivals. By contrast, Day shows how failure to align the organization to the market can result in such mishaps as IBM's loss of leadership of the computer market or Motorola's stumble in shifting from analog to digital cellular phone systems.
Using case studies of Owens Corning, Sears, and the Eurotunnel, Day provides a concise roadmap to managers who want to strengthen the orientation of their organizations to the market. He concludes with a detailed diagnostic questionnaire to help managers assess their own progress Here at last are all the insights and tools necessary to construct a company with superior skills for understanding, attracting, and keeping valuable customers.

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Produktdetails

• Verlag: Simon + Schuster LLC
• Seitenzahl: 304
• Erscheinungstermin: 19. November 1999
• Englisch
• ISBN-13: 9780684872896
• Artikelnr.: 37824343

Autorenporträt

George S. Day holds the Geoffrey T. Boisi Professorship in the Department of Marketing and is Director of the Huntsman Center for Global Competition and Innovation at the Wharton School of the University of Pennsylvania. Professor Day has written more than 125 articles for leading marketing and management journals and fourteen books including Market Driven Strategy, the companion volume to this book. A consultant to leading corporations worldwide, Day is the recipient of the Charles Coolidge Parlin Award for his leadership in the field of marketing and the Paul D. Converse Award for outstanding contributions to the development of the science of marketing. He lives in Bryn Mawr, Pennsylvania.

Inhaltsangabe

Contents
Introduction: Move to the Market
Part I
Understanding Market Orientation
1. What It Means to Be Market Driven
Understanding the Orientation to the Market
Advantages of a Market Orientation
Is Being Market Driven for Everyone?
Staying Ahead in Turbulent Markets
Market Driven Winners
2. Misconceptions About Market Orientation
Why Don't More Firms Become Market Driven?
Superior to the Market
Avoiding the Pitfalls
3. Market Driven Cultures
Market Driven Cultures
Understanding the Culture
Summary: The Defining Role of Culture
4. Configuring Around Capabilities
Culture, Capabilities and Processes
Identifying Capabilities
Managing Capabilities
Integrating Culture and Capabilities: How Virgin Atlantic
Flies on All Engines
Toward a New Concept of the Organization
Part II
Building the Capabilities
5. Market Sensing
Sensing the Market
Sense Making
Improving Market Sensing
The Collective Memory
6. The Shared Knowledge Base
Synergistic Information Distribution
Converting Information Into Strategic Knowledge
Retaining Knowledge
7. Market Relating
Relating for Advantage
Building Relationships with the Market
The Spectrum of Relationships
Summary: Rethinking Market Relationships
8. Competing for Customer Relationships
Customer Responsive Strategies
Exploiting Interactivity
Summary
9. Collaborative Partnering
Partnering with Customers
Channel Bonding
Summary: The Advantages of Collaborative Partnering
Part III
Aligning the Organization to the Market
10. Reshaping the Organization
Trade-offs and the Search for Optimal Design
The Emergence of Hybrid Organizations
What Role for Marketing?
Achieving Closer Alignment to the Market
11. Setting the Direction
Market Driven Strategic Thinking
The Capability for Thinking Strategically
12. Guiding the Change
Three Stories of Transformation
Designing the Change Process
The Six Conditions
Conclusion: Answering the Call to the Market
Appendix: Is Your Organization Market Driven?
Acknowledgments
Notes
Index