The Business Model How To Develop New Products Create Market Value And Make The Competition Irrelevant
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The Business Model: How to Develop New Products, Create Market Value and Make the Competition Irrelevant by Alexander Chernev Pdf
New product success is often attributed to intuition. Yet, while some products born from intuition do make it big, many others crash and burn. The reason is that intuition is only one aspect of new product development. The other key ingredient of success is having a business model that outlines the ways in which new products will create market value. This book offers a systematic approach to identifying market opportunities and developing breakthrough business models. It outlines the key principles of business model generation, presents a value-based framework for developing viable new offerings, and provides a set of practical tools for creating a meaningful value proposition that drives market success. The business model framework outlined in this book applies to a wide range of companies—startups and established enterprises, consumer-packaged-goods companies and business-to-business enterprises, high-tech and low-tech ventures, online and brick-and-mortar entities, product manufacturers and value-added service providers, nonprofit organizations and profit-driven companies. Practical, actionable, and succinct, The Business Model is the essential reference and how-to guide for everyone seeking to achieve market success: from entrepreneurs to experienced managers, from senior executives to product designers, from those creating new market offerings to those improving on existing ones. This book is for those passionate about building great products that create market value and disrupt industries.
Strategic Marketing Management: Theory and Practice by Alexander Chernev Pdf
Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. Specifically, we discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company’s business model, and the process of developing an actionable marketing plan. Part Two focuses on understanding the market in which a company operates. Specifically, we examine how consumers make choices and outline the main steps in the customer decision journey that lead to the purchase of a company’s offerings. We further discuss the ways in which companies conduct market research to gather market insights in order to make informed decisions and develop viable courses of action. Part Three covers issues pertaining to the development of a marketing strategy that will guide the company’s tactical activities. Here we focus on three fundamental aspects of a company’s marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. The discussion of the strategic aspects of marketing management includes an in-depth analysis of the key principles of creating market value in a competitive context. The next three parts of the book focus on the marketing tactics, viewed as a process of designing, communicating, and delivering value. Part Four describes how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. In Part Five, we address the ways in which companies manage their marketing communication and the role of personal selling as a means of persuading customers to choose, purchase, and use a company’s offerings. Part Six explores the role of distribution channels in delivering the company’s offerings to target customers by examining the value-delivery process both from a manufacturer’s and a retailer’s point of view. The seventh part of the book focuses on the ways in which companies manage growth. Specifically, we discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage, managing sales growth, and managing product lines. We further address the process of developing new market offerings and the ways in which companies manage the relationship with their customers. The final part of this book presents a set of tools that illustrate the practical application of marketing theory. Specifically, Part Eight delineates two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company’s business model. This part also contains examples of two marketing plans—one dealing with the launch of a new offering and the other focused on managing an existing offering.
Knowledge Management in the Sharing Economy by Elena-Mădălina Vătămănescu,Florina Magdalena Pînzaru Pdf
This volume explores the challenge of engaging knowledge management in a sharing economy. In a hyper-competitive business environment, everything tends to be digital, virtual and highly networked, which raises the issue of how knowledge management can support the decision whether or not to share strategic resources or capabilities. The book answers questions such as: to what extent does the sharing economy preserve or compromise the competitive advantage of organizations? And what are the knowledge-management strategies for competitive, yet cautious sharing dynamics?
Strategic Marketing Management - The Framework, 10th Edition by Alexander Chernev Pdf
Strategic Marketing Management: The Framework outlines the essentials of marketing theory and offers a structured approach to identifying and solving marketing problems. This book presents a strategic framework to guide business decisions involving the development of new offerings and the management of existing products, services, and brands.
This book expands the concept of open innovation from a static strategic idea to a dynamic principle. It details various, underexplored aspects of this concept, including the culture for necessary open innovation dynamics, the difference between James Watt and Steve Jobs, and collective intelligence as a new category of open innovation. It specifically considers open innovation within the context of micro- and macro-dynamics of economics.
Strategic Management and International Business Policies for Maintaining Competitive Advantage by De Moraes, Ailson J. Pdf
The discontinuation and turbulent nature of business environments make it crucial for organizations to adopt strategic management practices and develop key business policies to be alert to environmental changes. Organizational competitiveness has become the center of strategic management literature as an explanation for organizational success. However, in the past two decades, there has been a shift in the nature of the relationship between business organizations and society, with business organizations increasingly playing a more proactive role in wider societal issues. Strategic Management and International Business Policies for Maintaining Competitive Advantage allows executives to implement the necessary business policies and strategies in order to help the organization maintain a competitive advantage in a global complex environment. By doing this, organizations will be more proactive than reactive in shaping their own futures. This book allows organizations to initiate and influence activities. Covering topics such as ethical business marketing, leadership capabilities, and strategic management, this premier reference source is an excellent resource for business leaders and executives, managers, entrepreneurs, marketers, economists, government officials, students and educators of higher education, librarians, researchers, and academicians.
The Marketing Plan Handbook, 6th Edition by Alexander Chernev Pdf
The Marketing Plan Handbook presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan’s essential components. A distinct characteristic of this book is its emphasis on marketing as a value-creation process. Because it incorporates the three aspects of value management—managing customer value, managing collaborator value, and managing company value—the marketing plan outlined in this book is relevant not only for business-to-consumer scenarios but for business-to-business scenarios as well. This integration of business-to-consumer and business-to-business planning into a single framework is essential for ensuring success in today’s networked marketplace. The marketing plan outlined in this book builds on the view of marketing as a central business discipline that defines the key aspects of a company’s business model. This view of marketing is reflected in the book’s cross-functional approach to strategic business planning. The Marketing Plan Handbook offers an integrative approach to writing a marketing plan that incorporates the relevant technological, financial, organizational, and operational aspects of the business. This approach leads to a marketing plan that is pertinent not only for marketers but for the entire organization. The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether it is applied to a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, the framework outlined in this book can help streamline the marketing planning process and translate it into an actionable strategic document that informs business decisions and helps avoid costly missteps.
Strategic Brand Management, 3rd Edition by Alexander Chernev Pdf
In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.
Your Career Marketing Plan by Abdulrazzag Alharbi Pdf
This book will guide you through the steps of both developing and implementing a career marketing plan. Hopefully, it is going to be a valuable journey for you and one in which you will learn a great deal about the person you are in life as well as in the workplace. More importantly, you will have a better understanding of the field in which you want to pursue your career and the type of employer to whom you want to offer your peerless expertise. If you will take the time to complete the exercises at the end of each chapter, they will help you to analyse the information gathering you need to do to start building your own Career Marketing Plan. A Career Marketing Plan template is given at the end of the book for you to start entering your strategies, tactics and action steps for the implementation, control and feedback of your plan. This book will hopefully change you and your self-perception in a very positive way and give you greater confidence as well as self-awareness. It will help you know who you are, what you want and how you are going to get it. There is nothing stopping you from having the career you want and, ultimately, the life you desire. You will realise that you have what it takes to control your career destiny. Best of luck to you on your career path and best wishes for tremendous success with marketing not only your career but also marketing you!
Mastering the Case Interview, 9th Edition by Alexander Chernev Pdf
Mastering the Case Interview offers detailed advice on how to ace the case interview. This book outlines the general principles of managing the case interview, delineates the most common types of cases, and outlines a framework for approaching each type of case. The discussion of the basic principles of case analysis is complemented by an extensive array of interview examples that includes 20 sample case discussions and 200 practice questions.
The Marketing Plan Handbook, 5th Edition by Alexander Chernev Pdf
The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether you manage a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, you can gain competitive advantage by translating the marketing planning process outlined in this book into a streamlined strategic document that informs your actions and helps avoid costly missteps.
Mastering the Job Interview, 9th Edition by Alexander Chernev Pdf
Mastering the Job Interview offers detailed advice on how to develop a winning interview strategy. It outlines the basic interview principles, reveals the core skill set most recruiters seek, and provides practical tips for preparing for the job interview. In addition, this book offers guidelines for writing an impactful résumé that will showcase your strengths and highlight your value proposition for the recruiting company. The discussion is complemented by an overview of strategies for managing the personal experience interview and creating a meaningful narrative about your own strengths and weaknesses that showcases your value to the recruiter.
Blue Ocean Shift by W. Chan Kim,Renee Mauborgne Pdf
NEW YORK TIMES BESTSELLER #1 WALL STREET JOURNAL BESTSELLER Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth. Blue Ocean Shift is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people's confidence so that they own and drive the process. With battle-tested lessons learned from successes and failures in the field, Blue Ocean Shift is critical reading for leaders, managers, and entrepreneurs alike. You'll learn what works, what doesn't, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. Blue Ocean Shift is indispensable for anyone committed to building a compelling future.
The developments in our environment and society has made it clear that the way we run our businesses and govern our nations is not sustainable in the long run. This is also why more and more companies and organizations are pursuing sustainable business through various Corporate Social Responsibility (CSR) activities. However, many companies experience that although they facilitate a CSR strategy on corporate level, CSR is often not embedded in their business and/or integrated across their functions. If companies are to achieve the full business potential and performance impact of CSR, sustainability has to be operationalized, targeted and measured across the value chain through empowered employees and in alignment with the business strategy of the company. Though state-of-the-art CSR research, theories and models, the theoretical platform for sustainable business and CSR is presented in this book. However, CSR is carried out in practice, and not just in theory. This is why each chapter is supplemented with practical case examples explaining the way in which different companies and their managers have integrated sustainable business in their strategy and across the organizations’ different functions. As is evident both in theory and practice, the success of CSR integration is highly affected by industrial context, as the unique characteristics of the industry have an impact on the key sustainability challenges and business opportunities of the specific company and industry. In support of this evidence, the book also reveals how CSR can be implemented across private and public organizations as well as small & medium sized entities (SMEs).
Your Guide To Reach Innovation by Munther Al Dawood Pdf
Why does this book matter? I have spent months thinking about innovation and how to reach it, finding this task challenging to get references that are easy to understand and practice to make innovation. For many people, there is a lot of misconception about innovation and how to develop it, making this book a valuable resource to guide you to reach innovation and specifically answer the following questions: 1. What is the concept of innovation? Innovation is creative thinking and practical creativity to make novel ideas that bring significant value to customers and companies. Innovation comes in a variety of outcomes as new or improved products, invented or upgraded processes, enhancement of customer experience, marketing activities, or breakthrough technology. Besides, innovation is vital to both customers and businesses as it enhances the value propositions, improves product design and usability, reduces costs, and increases customer experience, yet it leads to business profitability and sustainability. 2. What is the framework of innovation? One of the book's merits is designing a comprehensive framework for innovation, explaining four key subjects of innovation: inputs, processes, outputs, and control. This framework enables readers to understand innovation flows and requirements. Innovation inputs include vision, strategy, leadership, resources, system, and disciplined culture. Innovation processes include inspiration, synthesis, ideating and experimenting, and implementation. Innovation outputs cover three spaces relevant to customers, businesses, and technology. Innovation control involves aligning, monitoring and controlling, quality checks, testing, and assessment. 3. What are the types of innovation? There are many types of innovation, although they all share the same concept of innovation attributed to novelty and value advantages. Innovation comes in different types like lifecycle categories, disruptive, incremental, product, process, business model, configuration, customer experience, and open and closed model of innovation. 4. How do you diffuse a business innovation? The diffusion of technological innovation explains how innovation rollouts in the market. In the technology lifecycle, an innovation product begins as a breakthrough technology developed by techies, then diffused to the market as technology products and applications by early adopters. Then, these technology products are transformed into innovation platforms by the early majority, followed by slowing down the growth rate of revenues and reaching maturity, encouraging late majorities to involve sustainable innovation to improve customer experience and operational excellence. Last, the cycle reaches a maturity where laggards involve in renewal activities of innovation. 5. How can you design a business model for innovation? A business model explains how a firm creates, delivers, and captures values. A business model typically identifies three elements: value creation, transaction, and resources. The book discusses various kinds of business models and proposes criteria for the assessment of business models. The book also draws a new business model for innovation that comprises eight business elements: (1) customer segment, (2) customer-value fit, (3) commercializing, (4) activities, (5) resources, (6) partnership, (7) profitability, and (8) measurement. 6. What are the best practices and models of innovation? The book illustrates (29) best practices and models of innovation like lean start-up thinking, blue ocean strategy, business model Canvas, good-to-great thinking, design thinking, job-to-do thinking, SPRINT, open innovation, and more.
