
Strategy from the Outside In (PB)
George S. Day(Author)
McGraw-Hill Education (Publisher)
Published on 11. July 2023
Book
Paperback/Softback
320 pages
978-1-265-84768-5 (ISBN)
Description
A winner of the American Marketing Association Foundation's Berry-AMA 2011 Book Prize for the best book in marketing!Shareholder value . . . core competence . . .six sigma . . . right sizing . . . These influential strategy ideas have lured many companies into a dangerous internal focus, viewing the world from the inside out. As a result, companies lose sight of the market, which leads to poor results over the long run. Inside-out thinking distracts companies from the core purpose of a business: to create and serve customers.
Fulfilling that purpose can be done only by approaching strategy from the outside in. In this refreshing look at creating enduring business value, two business school professors from The Wharton School and The Fuqua School of Business, Duke University, challenge you to shift your perspective. They demonstrate that companies that adopt--and fight to keep--an outside-in view focused on customer value have grown revenue, profit, and shareholder value through both boom and bust business cycles.
Applying years of research, George S. Day and Christine Moorman illustrate that an outside-in view requires constant vigilance and focus on four customer value imperatives:
Be a customer value leader
Innovate new value for customers
Capitalize on the customer as an asset
Capitalize on the brand as an asset
Only companies that operate with an outside-in view from the C-suite to the front lines can expect to maximize and profit from customer value.
Strategy from the Outside In puts you ahead of the competition and, just as important, keeps you there.
Visit www.strategyfromtheoutsidein.com
Praise for Strategy from the Outside In"Throughout P&G's long history, we have focused on the four customer value imperatives outlined in this excellent book-and are as committed to them today as ever. This is essential reading for leaders focused on making a positive difference in the world and, as a direct result, delivering growth for both the near and long term."
-Robert A. McDonald, Chairman, President, and CEO, The Procter & Gamble Company
"Strategy from the Outside In is thought-provoking, practical, and full of ideas on how to strengthen your company's customer value proposition."
-Tom Lynch, CEO, Tyco Electronics Corporation
"American Express's success has rested largely on our ability to focus on our customers and adapt to their changing needs over the past 160 years. Strategy from the Outside In is an insightful book with practical advice about how to do just that."
-Jud Linville, President and CEO Consumer Services, American Express
"An in-depth look into the basic premise of what, in my view, makes successful business. Certainly worth reading once and then once every year to remind all of us what keeps us in business. For marketers, a great benchmark to help focus on how to add value most effectively."
-Geert van Kuyck, Executive Vice President and Chief Marketing Officer, Royal Philips Electronics
"Sam Walton said 'there's only one boss--the customer'. At Walmart we try to stay focused on that every day. But how? Strategy from the Outside In provides a blueprint for how to build a trusted brand based on consistently providing superior value to customers."
-Stephen Quinn, Chief Marketing Officer, Walmart
"Getting your company to organize around what customers value most sounds easy in theory, but it's very hard to do consistently well. Day and Moorman provide a thoughtful, realistic, and actionable blueprint for delivering the most value to your most valuable customers."
-Beth Comstock, Chief Marketing Officer, GE
"Only a few books can really help marketing professionals make a difference in their organization.
Fulfilling that purpose can be done only by approaching strategy from the outside in. In this refreshing look at creating enduring business value, two business school professors from The Wharton School and The Fuqua School of Business, Duke University, challenge you to shift your perspective. They demonstrate that companies that adopt--and fight to keep--an outside-in view focused on customer value have grown revenue, profit, and shareholder value through both boom and bust business cycles.
Applying years of research, George S. Day and Christine Moorman illustrate that an outside-in view requires constant vigilance and focus on four customer value imperatives:
Be a customer value leader
Innovate new value for customers
Capitalize on the customer as an asset
Capitalize on the brand as an asset
Only companies that operate with an outside-in view from the C-suite to the front lines can expect to maximize and profit from customer value.
Strategy from the Outside In puts you ahead of the competition and, just as important, keeps you there.
Visit www.strategyfromtheoutsidein.com
Praise for Strategy from the Outside In"Throughout P&G's long history, we have focused on the four customer value imperatives outlined in this excellent book-and are as committed to them today as ever. This is essential reading for leaders focused on making a positive difference in the world and, as a direct result, delivering growth for both the near and long term."
-Robert A. McDonald, Chairman, President, and CEO, The Procter & Gamble Company
"Strategy from the Outside In is thought-provoking, practical, and full of ideas on how to strengthen your company's customer value proposition."
-Tom Lynch, CEO, Tyco Electronics Corporation
"American Express's success has rested largely on our ability to focus on our customers and adapt to their changing needs over the past 160 years. Strategy from the Outside In is an insightful book with practical advice about how to do just that."
-Jud Linville, President and CEO Consumer Services, American Express
"An in-depth look into the basic premise of what, in my view, makes successful business. Certainly worth reading once and then once every year to remind all of us what keeps us in business. For marketers, a great benchmark to help focus on how to add value most effectively."
-Geert van Kuyck, Executive Vice President and Chief Marketing Officer, Royal Philips Electronics
"Sam Walton said 'there's only one boss--the customer'. At Walmart we try to stay focused on that every day. But how? Strategy from the Outside In provides a blueprint for how to build a trusted brand based on consistently providing superior value to customers."
-Stephen Quinn, Chief Marketing Officer, Walmart
"Getting your company to organize around what customers value most sounds easy in theory, but it's very hard to do consistently well. Day and Moorman provide a thoughtful, realistic, and actionable blueprint for delivering the most value to your most valuable customers."
-Beth Comstock, Chief Marketing Officer, GE
"Only a few books can really help marketing professionals make a difference in their organization.
More details
Language
English
Place of publication
OH
United States
Product notice
Paperback (trade)
Unsewn / adhesive bound
Dimensions
Height: 229 mm
Width: 152 mm
Thickness: 17 mm
Weight
431 gr
ISBN-13
978-1-265-84768-5 (9781265847685)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
George S. Day is the Geoffrey T. Boisi Professor and codirector of the Mack Center for Technological Innovation at The Wharton School, University of Pennsylvania. Chairman of the board for the American Marketing Association, he is a former executive director of the Marketing Science Institute and has served as a consultant to GE, IBM, Metropolitan Life, Marriott, and other corporations. His books include Peripheral Vision, Wharton on Managing Emerging Technologies, and The Market Driven Organization. Day lives in Bryn Mawr, PA.
Christine Moorman is the T. Austin Finch, Sr. Professor and founder and director of The CMO Survey (www.cmosurvey.org) at The Fuqua School of Business, Duke University. Former member of the board of directors of the American Marketing Association and trustee for the Marketing Science Institute, she coedited the book Assessing Marketing Strategy Performance, authored more than 60 journal articles, reports, and conference proceedings, and speaks at universities and companies around the world. Moorman lives in Chapel Hill, NC.
Content
Introduction
Chapter 1. Strategy from the Outside In
Chapter 2. Profiting from Customer Value
Chapter 3. Imperative One: Be a Customer Value Leader
Chapter 4. Becoming a Customer Value Leader
Chapter 5. Imperative Two: Innovate New Value for Customers
Chapter 6. Innovating New Value for Customers
Chapter 7. Imperative Three: Capitalize on the Customer as an Asset
Chapter 8. How to Capitalize on the Customer as an Asset
Chapter 9. Imperative Four: Capitalize on the Brand as an Asset
Chapter 10. How to Capitalize on the Brand as an Asset
Chapter 11. Market Insights and the Customer Value Imperatives
Chapter 12. Organizing to Compete on the Customer Value Imperatives
Chapter 13. Leading for Customer Value
Chapter 1. Strategy from the Outside In
Chapter 2. Profiting from Customer Value
Chapter 3. Imperative One: Be a Customer Value Leader
Chapter 4. Becoming a Customer Value Leader
Chapter 5. Imperative Two: Innovate New Value for Customers
Chapter 6. Innovating New Value for Customers
Chapter 7. Imperative Three: Capitalize on the Customer as an Asset
Chapter 8. How to Capitalize on the Customer as an Asset
Chapter 9. Imperative Four: Capitalize on the Brand as an Asset
Chapter 10. How to Capitalize on the Brand as an Asset
Chapter 11. Market Insights and the Customer Value Imperatives
Chapter 12. Organizing to Compete on the Customer Value Imperatives
Chapter 13. Leading for Customer Value