Beyond Better Products: Capturing Value in Customer Interactions - In a world of mobile talent, open markets and brutal competition, it's increasingly difficult to maintain an advantage over competitors through product innovation. As a result, some companies have figured out how to outdistance rivals through customer-focused strategies that are virtually imitation-proof.
|Year of publication:||
|Authors:||Vandenbosch, Mark; Dawar, Niraj|
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 43.2002, 4, p. 35-42
The Seller's Hidden Advantage - Sellers, unlike their customers, can see the forest for the trees in an industry. Drawing on examples from Hilti, Algorithmics, McCain Foods and others, the authors describe three strategies for putting that unique view to use and discuss how these strategies can be implemented.
Dawar, Niraj, (2004)
Vandenbosch, Mark, (2002)
Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects - Retailers may misjudge the effectiveness of their promotional activity if they only focus on store sales.
Lam, Shun Yin, (2001)
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