Economie & Zakelijk
Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only making competitors irrelevant.
© 2020 Ascent Audio (Luisterboek): 9781663708878
Publicatiedatum
Luisterboek: 20 juli 2020
Economie & Zakelijk
Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only making competitors irrelevant.
© 2020 Ascent Audio (Luisterboek): 9781663708878
Publicatiedatum
Luisterboek: 20 juli 2020
Onbeperkte toegang tot een oneindige bibliotheek vol verhalen - allemaal in 1 app.
Nog geen beoordelingen
Download de app om deel te nemen aan het gesprek en beoordelingen toe te voegen.
Nederlands
België