Download Breaking Through: Implementing Customer Focus in Enterprises by S. Vandermerwe PDF

By S. Vandermerwe

During this ebook the writer brings jointly unique and leading edge paintings established upon her personal examine and paintings with top businesses within the overlapping components of procedure, advertising and marketing and innovation to supply a brand new and dynamic version to enforce purchaser concentration in firms. In an atmosphere of falling margins the version indicates the right way to elevate worth to shoppers and increase enterprise effects.

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Extra resources for Breaking Through: Implementing Customer Focus in Enterprises (Bloomberg Professional Library)

Sample text

He redefined the notion of being well to include health as well as being and feeling safe while travelling and living abroad – an approach that has kept the company growing, even as others in the industry fell on hard times after the millennium. 21 22 Breakthrough 1 Beyond Core Products to Core Purpose Creating strategic excitement, rather than only discomfort and fear, means raising levels of consciousness about what is possible with a new perspective around innovating to build a new core purpose for the enterprise.

We have done this before and failed miserably. We don’t have the capabilities. The timing is all wrong. Our business is different. We barely have enough resources to cope with day-to-day problems. How does this fit in with our existing strategic plans? Moving Ahead with Positive Energy Rather than spending precious resources on breaking down the ‘points of resistance’, leaders actively look for ‘points of light’. These people are more than just innovators who take on new ideas first. They become the fulcrum for drawing others into the process and managing the projects that take it and them forward and through to fruition.

The word theory is enough to make most executives shudder, wary that it may never work in real life. Yet most management actions are based on theory: assumptions made about cause and effect, or connections that get enterprises and the 28 Recast the Business Model people within them to a desired place and result if they behave in a particular way. The theory underlying customer focus puts the customer approach into perspective. And distinguishes it from the product approach which most enterprises practice though they may not think they do.

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