shifting your strategy from products to customers Dawar, N. (Niraj) creator text mau 2013 monographic eng

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228 pages "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"-- Niraj Dawar. Customer relations Consumer behavior Marketing research Strategic planning Marketing Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Strategic Planning BUSINESS & ECONOMICS / Marketing / General HF5415.5 .D385 2013 658.802 DAW/T BUS041000 BUS063000 BUS043000 9781422187173 (hardback) 2013023637 DLC 130621 20250610122923.0 17786586 eng