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Tilt, 8. Knowing Who Your Competitors Are
Dawar, NirajBook Chapter HBS-0011BC-EMarketingTilt: Shifting Your Strategy from Products to Customers is an 11-chapter book published in 2013 by Harvard Business Review Press and written by Niraj Dawar, professor of marketing at the Ivey School of Business. The author presents his theory on how sustainable competitive advantage depends today on a company's ability to tilt, or shift, its business model from product innovation to value innovation. He explains that, unlike the traditional focus...Starting at €8.20
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Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4458BC-EMarketingHumans have a basic need for affiliation. The need to relate to others and to oneself has established connection as a major and pervasive lens through which consumers view the world. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Resource: How Acquisitions and Their Consequences Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4459BC-EMarketingThe deep metaphor of resource relates to capacities or abilities that we use to restore or achieve certain states. This chapter explores how consumers view the world through the lens of resource. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Use Teams and Other Routes to Silo Linking: CMO Strategies for Facilitating Silo Cooperation
Aaker, DavidBook Chapter HBS-6282BC-EMarketingA major challenge of creating business strategy is to develop organizational structures that will help overcome the parochialism and power of silo groups. Organizational structures and processes need to be developed that will create silo linking, whereby people can enhance cross-silo information flow and develop and implement programs across silos. This chapter discusses a variety of devices available for firms to forward silo linking, including ...Starting at €8.20
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Adapt the Master Brand to Silo Markets: Developing a Master Brand Strategy
Aaker, DavidBook Chapter HBS-6284BC-EMarketingStandardizing the brand and supporting marketing programs across all silos of an organization facilitates consistency in look, feel, and message. In addition, the chances of creating synergistic marketing programs will be enhanced, and the organization will be more likely to rally around the brand promise. However, there are situations in which a standardized brand is not optimal or even feasible because it cannot deliver a winning position in a ...Starting at €8.20
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Find the Right Role and Scope: The CMO's New Job Description
Aaker, DavidBook Chapter HBS-6301BC-EMarketingIn order to meet the challenge of reducing barriers to silo cooperation, the CMO must take on a new role in the organization. However, there are a variety of roles to choose from, from that of a facilitator to others that are more ambitious. The selection of the right role, which will vary over activities and over time, can be critical to CMO success or even survival. The determination of the country, product, and functional scope of the CMO team...Starting at €8.20
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Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7853BC-EMarketingWhile consumption is an individual, private act, it affects the national wealth and international trade. Underconsumption depresses the economy, and overconsumption can produce financial distress for individuals, or overuse and damage of natural resources and the environment. In this way, consumption becomes a matter of political debate. In the democracy of the marketplace, consumers may increasingly choose to consume those products and services ...Starting at €8.20
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Information: Knowledge Is Power--Leveraging Information in the Consumer and Political Marketplaces
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7855BC-EMarketingThe free flow of information is essential to well-functioning democracies and consumer marketplaces since both politicians and marketers need to make their cases through information and rhetoric rather than coercion. It is not always simple - there are privacy issues, government regulations, and lack of access for many people. However, many see the democratization of information as offering possibilities for new forms of citizen engagement and em...Starting at €8.20
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Inclusion: The More the Merrier--Why It's Important in Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7857BC-EMarketingFor a very long time, there have been those who have been excluded from full political participation - universal suffrage has been a fairly recent development in human history. In contrast, and in spite of personal prejudices, marketing has been highly inclusive. Today, the challenge for marketers is to become more inclusive world-wide. The global economy has become increasingly interconnected, and developing countries are attractive to companies...Starting at €8.20
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Tilt, 1. Finding the New Locus of Competitive Advantage
Dawar, NirajBook Chapter HBS-0002BC-EMarketingChapter 1, Finding the New Locus of Competitive Advantage (28 pages), presents a review of the upstream-versus-downstream spectrum and guides managers in identifying where their businesses lie on the spectrum. He illustrates the development of a successful downstream strategy with Nestle's response to a mature instant coffee market by inventing a new customer value: easy and authentic at-home espresso brewing. He reviews the history of the indust...Starting at €8.20