The profitability test : does your strategy make sense?

Acknowledgements -- Introduction -- Value creation and competition -- Value creation: the foundation of profitability -- Contributed value and unrestricted competition -- Appendix: the mathematics of unrestricted competition -- Willingness-to-pay and economic cost -- Appendi: using decision trees in wtp and economic-cost calculations -- Being better : winning the customer -- Competing for the customer : the value gap advantage -- Customer tastes and profitability -- Appendix: contributed value and value-gap advantages -- Being in demand -- Guaranteed profitability: the power of exclusion -- Appendix: monopoly power and supply/demand reasoning -- Envy is a form of exclusion -- Non-constant marginal costs -- Market-price effects -- Being in demand : guaranteed and potential profitability -- Appendix: supply and demand revisited -- Profitability under unrestricted competition -- Your firm's game -- Buyers and competitors -- Suppliers -- Larger games -- Economic value : relative and subjective -- Changes in the game -- Sustaining profitability -- Strategic moves : changing the game -- Appendix: game matrices for game trees -- Strategic moves : restrictions -- Conclusion: a coherent story -- Notes -- Index