inside the tornado marketing strategies from silicon valleys cutting edge

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Inside The Tornado

Author : Geoffrey A. Moore
ISBN : 0887307655
Genre : Business & Economics
File Size : 25. 80 MB
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"The chasm is where high-tech fortunes are lost... the tornado is where they are made."-- Steve Jobs, Founder & CEO, Next Computer, Inc. Now, in this fascinating sequel, Moore shows how to capitalize on the profit-rich niches and hyper-growth markets beyond the chasm. Continuing to chart the impact of the Technology Adoption Life Cycle, he explores its effects not just on marketing but on overall business planning, especially strategic partnerships, competitive advantage, positioning and organizational leadership. Moore's most startling lesson is: "As markets move from stage to stage in the Life Cycle, the winning strategy does not just change -- it actually reverses the prior strategy. The very skills that you've just perfected become your biggest liabilities; and if you can't put them aside to acquire new ones, then you're in for tough times." As challenging as this lesson is to apply, Moore leads the way. Using actual examples of cutting-edge firms, he applies the Life Cycle model to all aspects of managing a market-focused business strategy, including how to manage people effectively through each phase of the cycle. There are significant management implications: Chasm-crossers who love the customer intimacy of niches may rebel against the depersonalizing power of the tornado; tornado managers who relish the gales of hyper-growth may resist the inevitable return to the niche, in the guise of mass customization, once the rush to the new paradigm subsides. All industries relying on technology -- not just computer hardware, software and telecommunications, but entertainment, publishing, broadcasting, banking, insurance, health care, aerospace, defense, utilities, pharmaceuticals and retail -- must master Moore's lessons to see the year 2000. If you are marketing technology-based products or managing the people who do, then you will find yourself Inside the Tornado.

Business Marketing Management B2b

Author : Michael D. Hutt
ISBN : 9781133709831
Genre : Business & Economics
File Size : 77. 55 MB
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Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's dynamic B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition includes additional emphasis on automated B2B practices and the impact of the Internet. A well-balanced mix of cases equips students with a variety of hands-on applications. With its complete and timely treatment of business marketing, BUSINESS MARKETING MANAGEMENT minimizes the overlap with other marketing courses. It is an excellent text for undergraduate as well as MBA-level courses. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

The Power Of The 2 X 2 Matrix

Author : Alex Lowy
ISBN : 1118046633
Genre : Business & Economics
File Size : 72. 97 MB
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By studying the work of hundreds of the most original and effective business minds, the authors present a common architecture that illuminates exceptional analysis and creative performance. 2 x 2 Thinking is characterized by a fundamental appreciation for the dynamic and complex nature of business. The best strategists go out of their way to tackle dilemmas rather than merely solve problems. They use opposition, creative tension, iteration and transcendence to get to the heart of issues and involve critical others in finding the best solutions. The authors demonstrate how to apply the 2 x 2 approach to a wide range of important business challenges.

Digital Disciplines

Author : Joe Weinman
ISBN : 9781118995396
Genre : Business & Economics
File Size : 81. 8 MB
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Leverage digital technologies to achieve competitive advantage through better processes, products, customer relationships and innovation How does Information Technology enable competitive advantage? Digital Disciplines details four strategies that exploit today's digital technologies to create unparalleled customer value. Using non-technical language, this book describes the blueprints that any company, large or small, can use to gain or retain market leadership, based on insights derived from examining modern digital giants such as Amazon and Netflix as well as established firms such as GE, Nike, and UPS. Companies can develop a competitive edge through four digital disciplines—information excellence, solution leadership, collective intimacy, and accelerated innovation—that exploit cloud computing, big data and analytics, mobile and wireline networks, social media, and the Internet of Things. These four disciplines represent the extension and evolution of the value disciplines of operational excellence, product leadership, and customer intimacy originally defined by Michael Treacy and Fred Wiersema in their bestselling business classic The Discipline of Market Leaders. Operational excellence must now encompass information excellence—leveraging automation, information, analytics, and sophisticated algorithms to make processes faster, better, and more cost-effective, as well as to generate new revenue Product leadership must be extended to solution leadership—smart digital products ranging from wind turbines to wearables connected to each other, cloud services, social networks, and partner ecosystems Customer intimacy is evolving to collective intimacy—as face-to-face relationships not only go online, but are collectively analyzed to provide individually targeted recommendations ranging from books and movies to patient-specific therapies Traditional innovation is no longer enough—accelerated innovation goes beyond open innovation to exploit crowdsourcing, idea markets, challenges, and contest economics to dramatically improve processes, products, and relationships This book provides a strategy framework, empirical data, case studies, deep insights, and pragmatic steps for any enterprise to follow and attain market leadership in today's digital era. Digital Disciplines can be exploited by existing firms or start-ups to disrupt established ways of doing business through innovative, digitally enabled value propositionsto win in competitive markets in today's digital era.

Marketing On The Internet And The Implications Of New Technologies

Author : Bernd Anderer
ISBN : 9783832412494
Genre : Business & Economics
File Size : 73. 73 MB
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Inhaltsangabe:Abstract: Electronic Commerce, once thought of as futuristic buzzwords, is becoming a commonly used term. International newspapers, magazines, and the electronic media mention at least some forecast or news related to this subject on a daily basis. Nevertheless, a look at the growing numbers of consulting companies, that offer a variety of services relating to Electronic Commerce reveals the immense uncertainty companies are experiencing about what exactly Electronic Commerce is, and how they can implement it. While it seems that the importance of this issue in the business environment is widely accepted in the US, a recent study from Andersen Consulting (Andersen, 1998) shows that among European senior executives only 19% regard Electronic Commerce as a serious competitive threat to their business. Furthermore, only 39% are taking steps today to incorporate Electronic Commerce into their current operational strategies. There is a number of factors contributing to the "wait-and-see" attitude taken by executives and consumers as well. Executives tend to view the rise of Electronic Commerce as an external business environment issue, while consumers are concerned about security issues. These are still common views in the US. In European countries, a cultural problem stemming from a slowly changing and stable business environment adds to that problem. Fear of failing by trying a new approach, in most cases, overshadows the willingness to take new risks. Nevertheless, the uncertainty about the changes implied by Electronic Commerce are far-reaching and can be found in any country. With the increasing importance of the Internet, the business environment, as well as other areas in society, is about to fundamentally change. Old paradigms are no longer working in the evolving new business world, sometimes called digital economy. Electronic Commerce is the keyword that tries to capture the new paradigms which are not even clear yet. The only thing that is reliable and predictable about Electronic Commerce and the new economy, is change. Never before was it more important to be flexible and willing to take risks by trying new approaches. As businesses like to operate in a predictable environment where planning the future is easy, it becomes very difficult to adapt to the pace of change. Not only do businesses need new strategies, they also need to constantly reinvent themselves. Businesses need to realize, that it becomes necessary to accept the fact that change is not an every once in a while issue, but it becomes a constant challenge. This paper has two motivations: (i) It will analyze marketing strategies, and the forces that shape these strategies, involved in establishing Business-to-Consumer Electronic Commerce on the Internet. Current marketing strategies and ideas used by companies will be discussed. In fact, most of the Electronic Commerce activities are US-based. The strategies and trends presented in this paper are almost exclusively derived from US business practices. Moreover, it is important to understand that, due to the speed of changes that affect Electronic Commerce, what is important today can become obsolete tomorrow. (ii) As technology plays an important role in Electronic Commerce, the paper will cover two major technologies that are about to change the way Electronic Commerce will be done in the future. It will show how these technologies can influence future marketing strategies. Inhaltsverzeichnis:Table of Contents: Table of ContentsA Part I: Introduction1 1.Motivation of the paper1 2.The structure of the paper3 3.Defining the term "Electronic Commerce"3 a.Existing definitions4 b.Changing business structures5 c.The change of fundamental assumptions6 d.The participants in Electronic Commerce7 e.Electronic Commerce as an umbrella9 .fElectronic Commerce and other technologies11 (1)Electronic Commerce vs. EDI11 (2)Electronic Commerce vs. Electronic Marketing12 gElectronic Commerce as the scope of this paper12 Part II: Electronic Commerce - The Business Side14 1.Two case studies14 a.Amazon.com15 (1)The Interface16 (2)The shopping experience17 (3)The associate program18 (4)The value added19 (5)The competition20 (6)Leader vs. Follower21 b.Egghead software21 (1)The problem21 (2)The solution21 c.Conclusion23 2.The need for strategy23 3.Outlining the goals for Electronic Commerce24 a.The role of the Information Technology department25 b.The value proposition26 c.Increasing profits27 d.The wrong question29 e.Conclusion29 4.The competition30 a.Pricing strategy30 b.The barriers of entry31 (1)Location32 c.Conclusion34 5The customers34 a.Collecting customer data35 (1)Cookies35 (2)Permission marketing36 (3)Virtual communities37 6.The Business Environment39 a.Technology issues40 b.The Government40 c.Cultural issues41 d.Changing demographics43 7.Implementing Electronic Commerce44 a.Discover45 b.Deploy45 c.Scale46 d.Integrate46 e.Conclusion47 8.Conclusion48 Part III: Electronic Commerce - The Consumer Side50 1.A consumer buying behavior model50 a.Need identification50 b.Product brokering51 (1)Internal search51 (2)External search52 (3)Habitual, limited and extended decision making52 c.Merchant Brokering53 d.Negotiation53 e.Purchase and Delivery54 f.Service and Evaluation54 (1)Postpurchase dissonance55 (2)Consumer complaints56 2.Current Online user behavior trends57 a.Providing credit card information online58 (1)WebTrust seal and the principles59 (2)Online shopping malls61 (3)Web telephony64 b.Revealing demographic information and privacy64 (1)Fair Information Practice Principles66 (a)Notice/Awareness67 (b)Choice/Consent68 (c)Access/Participation68 (d)Integrity/Security68 (e)Enforcement/Redress68 Part IV: Technologies70 1.Software Agents and Electronic Commerce70 a.Defining Software agents70 (1)What are Software agents?71 (2)A paradigm shift71 (3)Attributes of Intelligent Agents72 (4)Agency, intelligence and mobility75 b.Different types of Agents78 (1)Categories78 (2)Examples of agent implementations79 (a)Search agents and search engines80 1)The size of the Internet81 2)Meta search engines82 3)The relevance of the result84 (b)Information filtering agents85 1)What is filtering?85 2)Filtering vs. searching86 (c)Shop agents and their limitations87 c.Technologies behind agents90 (1)A conceptual agent model90 (a)Machinery91 (b)Content91 (c)Access91 (d)Security92 (2)Languages to build software agent applications92 (a)Tcl92 (b)Java93 (c)Agent building environment93 (3)Agent Communication Languages94 (a)Knowledge Query and Manipulation Language - KQML94 1)KQML protocols95 2)KQML languages96 (b)Knowledge Interchange Format - KIF97 d.Ontologies for software agents97 (1)Defining ontologies98 (2)The need for ontologies98 e.Challenges for software agents99 (1)Agent jurisprudence99 (2)Delegation101 f.Agent-mediated Electronic Commerce102 (1)Simulation of an agent based information brokering market102 (2)An example of an agent-mediated marketplace103 (3)Shop agents and their impact on strategy104 2.XML106 a.What is markup?107 (1)Procedural markup107 (2)Descriptive markup108 b.The origins of XML108 (1)HTML: uses and limitations110 (2)SGML: uses and limitations111 (3)The features of XML111 (4)The relations between SGML, HTML and XML112 c.The structure of an XML document113 (1)A minimalist XML based system113 (2)Two classes of documents114 (a)Well formed documents114 (b)Valid documents115 (3)Different kinds of markup116 (a)Elements116 (b)Attributes117 (c)Entity References117 (d)Comments118 (e)Processing Instructions118 (f)CDATA Section118 d.The definitions of XML119 (1)XSL - The Extensible Stylesheet Language119 (2)XML Linking Language and XML Pointer Language120 e.Who supports XML?121 f.The use of XML for Electronic Commerce122 (1)Database interchange123 (2)XML and software agents126 (3)3Com's XML implementation126 Part V: Conclusion128 Part VI: Appendixes131 1.Readings for Electronic Commercei 2.Readings for Software Agentsvi 3.Readings for XMLix 4.List of Figuresxi 5.List of Tablesxii

Technological Innovation

Author : Donald F. Kuratko
ISBN : 9781786352378
Genre : Business & Economics
File Size : 45. 92 MB
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This is the 2nd edition of Technological Innovation. Profiting from technological innovation requires scientific and engineering expertise, and an understanding of how business and legal factors facilitate commercialization. This volume presents a multidisciplinary view of issues in technology commercialization and entrepreneurship.

Managing And Marketing Radical Innovations

Author : Birgitta Sandberg
ISBN : 9781134081318
Genre : Business & Economics
File Size : 88. 85 MB
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This book responds to a growing demand in the academic community for a focus on customer-related proactive behaviour in the study of radical innovation development, combining a thorough theoretical discussion with detailed international case studies considering the role of this proactivity in five firms engaged in the process. Unlike other studies in this area, this book demonstrates that anticipation plays an important role at the idea generation stage and Sandberg introduces a new way of describing a firm’s proactivity as a dynamic pattern. Furthermore, the deeper consideration of customer related proactivity contributes to the study of market orientation, which increasingly focuses on the proactive side.

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