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Informationen zum Autor Niraj Dawar is a strategic thinker and author who has worked with leading organizations on three continents. He is Professor of Marketing at the Ivey Business School in Canada and Hong Kong. He has worked with senior management teams in companies in the technology, banking, and consumer goods industries. His published work appears in the Harvard Business Review, MIT Sloan Management Review, and in the leading academic journals in marketing. Klappentext "Do you know what your customers want? Renowned Marketing professor Niraj Dawar argues that most companies still look for competitive advantage where it used to be: through activities related to new product creation. But today's advantage comes from interactions of a different sort--those you have with your customers. Only companies that recognize and move on this shift will win out in the end. According to Dawar, a professor at the Ivey Business School in Canada, three critical aspects of business have caused this "downstream" shift: the locus of competitive advantage, the locus of activities that add value (those the customer is willing to pay for), and the primary fixed costs in the business. These changes have profound implications for strategy and on the way businesses are measured, monitored, and managed. So as power shifts "downstream," to where your company interacts with your customers, senior executives and marketers need to understand this new dynamic and reorient your strategy. In fact, most will need to completely shift the center of gravity of the business. Dawar will show you how"-- ADVANCE PRAISE for "Tilt" Russell S. Winer, William H. Joyce Professor of Marketing; Chair, Marketing Department, NYU Stern School of Business--"In this highly readable and important book, Niraj Dawar offers marketing managers a road map for obtaining a sustainable competitive advantage. By 'tilting' toward their customers and their interactions with them, marketers will move from product-centric to customer-centric thinking and increase their success in today's highly competitive marketplace."Arkadi Kuhlmann, CEO, ZenBanx Inc.; former Chairman and CEO, ING Direct--""Tilt" challenges us to place customers at the heart of strategy. With product cycles shortening and product costs shrinking, this book brings to life a deeper understanding of how strategy can be made more powerful. A must-read."Chris Barrow, Chief Strategy Officer, Heineken N.V.--"Given the changes in the consumer goods industry, "Tilt" really got me to think in a different way. It puts a new focus on understanding and leveraging any organization's customers and consumers. An essential read for all current and aspiring C-level executives."Rohit Deshpande, Sebastian S. Kresge Professor of Marketing, Harvard Business School--"The democratization of technology, the flattening of the earth, and emergent market disruptors are fundamentally changing how we should think about competitive strategy. Niraj Dawar makes a powerful argument for tilting company resources from upstream to downstream value creation in order to capture and retain customers. Read this book."Vivek Mehra, Partner, August Capital--"This book will shake the faith of any tech start-up's product obsession. It provides a fresh new way of looking at market dynamics, customers, and competition. "Tilt" is essential reading for entrepreneurs and executives building successful businesses, not just better products." Zusammenfassung States that most companies are still looking for competitive advantage where it used to be - in activities related to creating new products. Today, it's all about interacting with the customer. It's a big shift - and the companies that leverage this change will win out in the end....
