02564cam a22004098i 4500 17786586 OSt 20250610122923.0 130621s2013 mau 000 0 eng 2013023637 9781422187173 (hardback) DLC eng DLC rda pcc HF5415.5 .D385 2013 658.802 DAW/T BUS041000 BUS063000 BUS043000 bisacsh Dawar, N. (Niraj) Tilt : shifting your strategy from products to customers / Niraj Dawar. 1311 Boston, Massachusetts : Harvard Business Review Press, [2013] 228 pages text rdacontent unmediated rdamedia volume rdacarrier "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"-- Provided by publisher. Customer relations. Consumer behavior. Marketing research. Strategic planning. Marketing Management. BUSINESS & ECONOMICS / Management. bisacsh BUSINESS & ECONOMICS / Strategic Planning. bisacsh BUSINESS & ECONOMICS / Marketing / General. bisacsh 7 cbc orignew 1 ecip 20 y-gencatlg ddc BK 658.802 DAW/T 658.802 DAW/T 0 0 ddc 0 0 MANAGEMENT MES MES MANAGEMENT 2025-06-10 0 658.802 DAW/T 45947 2025-06-10 12:29:13 1 2025-06-10 BK GL53R3 0 0 ddc 0 0 MANAGEMENT MES MES MANAGEMENT 2025-06-10 0 658.802 DAW/T 45948 2025-06-10 12:29:13 2 2025-06-10 BK GL53R3 44540 44540