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- Herausgeber: Business Book Summaries
- Kategorie: Bildung
- Sprache: Englisch
The must-read summary of Rita McGrath and Ian MacMillan's book: "Marketbusters: 40 Strategic Moves that Drive Exceptional Business Growth".
This complete summary of the ideas from Rita McGrath and Ian MacMillan's book "Marketbusters" explains how a "marketbuster" is defined as a powerful strategic move that alters the competitive landscape in such a way that it puts your company on the road to high long-term growth. In their book, the authors present their research into the moves and present five approaches that will lead to marketbusters. This summary provides the reader with key business tools to create a future winning strategy.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Marketbusters" and find out how you can develop your strategy to include moves that will change your position in the game forever.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 34
Veröffentlichungsjahr: 2014
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Book Presentation: MarketBusters by Rita McGrath and Ian MacMillan
Book Abstract
About the Author
Important Note About This Ebook
Summary of MarketBusters(Rita McGrath and Ian MacMillan)
Theme #1: Change the customer experience
Theme #2: Reconfigure products and services
Theme #3: Redefine your business and its metrics
Theme #4: Anticipate future industry shifts
Theme #5: Create a new market space
Book Presentation: MarketBusters by Rita McGrath and Ian MacMillan
Book Abstract
MAIN IDEA
A “MarketBuster” is a game changer in the world of business. It is defined as a powerful strategic move that alters the competitive landscape in such a way that it puts your company firmly on the road to high growth.
There are five overall strategic themes and forty strategic moves within those themes that all marketbusters use:
To trigger rapid growth for your own organization, don’t try and reinvent the wheel. Instead, decide which strategic theme and which strategic move within that theme you want to use, and focus on executing that strategic move exceptionally well.
“Creating marketbusters requires an entrepreneurial mindset on your part. This means that you recognize that competition is increasingly about developing new offerings, new ways of doing business, and new solutions – and not fighting your competition on price. It also means that you need to be prepared to use the appropriate disciplines for moving into uncertain new areas, and you may not be familiar or comfortable with them.”
– Rita McGrath and Ian MacMillan
About the Author
RITA McGRATH is an associate professor at the Columbia Business School. Prior to joining the faculty, she was an IT director, worked in the political arena and founded two start-ups. She has consulted with companies like 3M, Nokia, DuPont, Deutsche Telekom and a number of other large corporations.
IAN MacMILLAN is an academic director at the Wharton School, University of Pennsylvania. He has a background as a chemical engineer and as a director in several companies in the travel, import/export and pharmaceutical industries. He also has extensive consulting experience.
The Web site for this book is at www.marketbusting.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of MarketBusters(Rita McGrath and Ian MacMillan)
Theme #1: Change the customer experience
Examine your customer’s total experience with a view towards changing or enhancing it. Identify simple ways you can improve your customer’s experience dramatically rather than accepting the status quo for your industry. The tool to use here is the consumption chain analysis which will help you identify where opportunities are available to enhance your customer’s experience.
Customers really don’t care what you sell. Instead, they want to buy products and services that will help them solve their problems or get things done. If you can develop deep insights into what customers do care about and why, then you can do more of whatever generates the need for consuming something you have to sell.
The key tool to use in changing the customer experience is consumption chain analysis. The consumption chain is the linked set of activities which customers engage in to get their needs met. Visualize that consumption chain and then set a goal to capture the most important steps the customer goes through. For example, the consumption chain for purchasing music is:
The consumption chain is the linked series of events which describe the customer’s total experience. This chain will come together differently for individual customers, even within the same industry. Once you understand the consumption chain your customers go through, you can ask yourself:
How well are we doing at improving the customer’s total consumption experience?Are there some links in this chain customers would prefer to do without?Are there specific and original ways we can serve the customer better?
