Beyond the Familiar
Long-Term Growth through Customer Focus and Innovation
Published on 19. September 2011
208 pages
978-0-470-97650-0 (ISBN)
Description
Strong customer-focused companies have a clear, relevant promisewhich they obsessively deliver day-in, day-out. At the same time,they relentlessly drive the market by evolving the offer in theface of market developments and opportunities. Because they meetcustomer needs better than the competition, again and again, theyare able to generate sustainable, profitable, market-leadingorganic growth. The problem the book addresses is how to achievethis. The authors identify five key steps using their framework forsuccess:
* Offer a clear, relevant customer promise
* Build customer trust by reliably delivering thatpromise
* Continuously improve the promise, while stillreliably delivering it
* Drive the market by innovating beyond thefamiliar
* Support all this with an open organization thatpromotes frank discussion based on clear facts and marketfeedback.
Above all the book runs counter to the fashionable claim thatthe starting-point for business success should be to find a'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise andMeehan use many compelling cases to illustrate how managers canfind ways within their existing network and organization to achievelong term growth.
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Patrick Barwise | Sean Meehan
Beyond the Familiar
Long-Term Growth through Customer Focus and Innovation
Book
03/2011
Jossey-Bass
€33.00
Shipment within 10-20 days
Persons
Patrick Barwise is emeritus professor of management andmarketing at London Business School and chairman of Which?, theUK's leading consumer organization. He joined LBS in 1976 after anearly career at IBM and has published widely on management,marketing, media, and research methods. He is an experiencedconference speaker and expert witness, having worked on commercial,tax, and competition cases in Brussels, Frankfurt, London, Parisand Washington. He has also has been involved in two successfulstart-up businesses: the online field research company Research Now(acquired by e-Rewards in 2009) and the online brand communityspecialist Verve.
Seán Meehan is the Martin Hilti Professor ofMarketing and Change Management at IMD in Lausanne, Switzerland.Since joining IMD in 1997, he has directed both its MBA program andits Orchestrating Winning Performance open executive program, buthis main focus has been on designing and delivering customizedofferings for leading global companies such as Air France-KLM,Caterpillar, Hilti, Mastercard, Sandvik, Telefonica, and Toyota.His research is about understanding and addressing the challengesof becoming customer-focused. His early career was in clientservice and marketing roles at Arthur Andersen and Deloitte.
The authors' previous book, Simply Better: Winning andKeeping Customers by Delivering What Matters Most, won theAmerican Marketing Association's 2005 Berry-AMA Book Prize and hasbeen translated into seven other languages. Their research has alsobeen published in the Harvard Business Review, MIT Sloan ManagementReview, and other leading management journals.
Content
PREFACE vi
ACKNOWLEDGEMENTS ix
Chapter 1 What Every CEO Wants 1
Chapter 2 Your Promise to the Customer 19
Chapter 3 Delivering Today's Promise Better and BetterEvery Day 39
Chapter 4 Driving the Market by Relentlessly Improving thePromise 67
Chapter 5 Innovating Beyond the Familiar 93
Chapter 6 Opening Up: What Leaders Must Do 119
POSTSCRIPT 145
END NOTES 151
INDEX 167
ABOUT THE AUTHORS 174
