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Hidden in Plain Sight : How to Find and Execute Your Company's Next Big Growth Strategy by Erich Joachimsthaler (2007, Hardcover)
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HIDDEN IN PLAIN SIGHT: HOW TO FIND AND EXECUTE YOUR COMPANY'S NEXT BIG GROWTH STRATEGY By Erich Joachimsthaler - Hardcover **BRAND NEW**.
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About this product
Product Identifiers
PublisherHarvard Business Review Press
ISBN-101422101657
ISBN-139781422101650
eBay Product ID (ePID)57004474
Product Key Features
Book TitleHidden in Plain Sight : How to Find and Execute Your Company's Next Big Growth Strategy
Number of Pages253 Pages
LanguageEnglish
TopicCustomer Relations, Decision-Making & Problem Solving, Strategic Planning, Marketing / Research
Publication Year2007
IllustratorYes
GenreBusiness & Economics
AuthorErich Joachimsthaler
FormatHardcover
Dimensions
Item Height1 in
Item Weight19.4 Oz
Item Length9.1 in
Item Width6.5 in
Additional Product Features
Intended AudienceTrade
LCCN2007-006551
Dewey Edition22
Dewey Decimal658.4/06
SynopsisCompanies must innovate to grow, but they often forget to look beyond their own brands. Take Sony, for example. Its success with consumer innovations like the Walkman blinded it to obvious changes in how, when, and where people wanted their music. Apple capitalized on those changes in demand with the iPod, providing a new way of listening to music and of managing one's entire music library. This book explains how you can spot these opportunities that are hidden in plain sight. It introduces the demand-first innovation and growth model that will show you how to become an unbiased observer of people's consumption and usage behaviors. Refining this skill helps companies generate organic growth through new products, services, solutions, and experiences that truly enhance peoples' lives. Revealing the innovative processes of such organizations as BMW, Proctor and Gamble, GE Healthcare, and Frito-Lay, Hidden in Plain Sight offers you a new approach to identifying and executing your company's growth strategy., Walk a mile in your customers' shoes and discover the big opportunities right in front of your eyes. As we all know, established firms must innovate to survive, but they often struggle to look beyond their own goods, services, and brands for innovation. Marketing and R&D efforts are hampered by what marketers typically call the product paradigm or product-centric view of the marketplace which forces them to obsess over product positioning, differentiation, and customer segmentation for growth opportunities. That paradigm influences their choice and use of market research so that they end up studying what they already make or do rather than examining what they don't. This book will help them explore the latter by exposing them to customers' daily routines, personal goals, and regular frustrations in particular contexts throughout their day. The goal is not to discover new ways to position, differentiate, or segment but to identify those contexts in which you can still establish relevance in customers' lives. To help readers find opportunities for such contextual relevance, the author combines the principles and practices of ethnographers and psychographics and then applies them to develop new knowledge and customer insights, draft growth blueprints and opportunity maps, and reorganize operations around customer contexts. He provides new and renewed marketing tools and techniques to design and deliver products, services, and messages that are extremely relevant in certain customer contexts.
LC Classification NumberHF5415.153.J63 2007
