9,99 €
Mehr erfahren.
- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Ron Ricci and John Volkmann's book: "Momentum: How Companies Become Unstoppable Market Forces".
This complete summary of the ideas from Ron Ricci and John Volkmann's book "Momentum" shows that, in the marketplace of digital products, consumers make buying decisions based on the viability of the company offering the products or services. They don’t want to buy products that cannot be upgraded in the future, or services that won’t be able to be extended as new technologies become available. In their book, the authors explain that the central challenge for businesses today is to build and sustain momentum. This summary demonstrates the six key forces that you can implement in order to generate momentum in your company.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "Momentum" and discover the key to becoming the top consumer choice in today's digital product marketplace.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 31
Veröffentlichungsjahr: 2014
Ähnliche
Book Presentation: Momentum by Ron Ricci and John Volkmann
Book Abstract
About the Author
Important Note About This Ebook
Summary of Momentum (Ron Ricci and John Volkmann)
Analysis: The Emergence of Momentum as a Key Business Driver
Component #1: Mass
Component #2: Speed
Component #3: Direction
Book Presentation: Momentum by Ron Ricci and John Volkmann
Book Abstract
MAIN IDEA
In the marketplace for digital products, consumers make buying decisions based on the viability of the company offering the products or services. They don’t want to buy products that cannot be upgraded in the future, or services that won’t be able to be extended as new technologies become available. Therefore, customers automatically buy from whichever company they assess has the best chance of dominating the market. Or, put another way, consumers buy from companies that have “momentum” in the marketplace.
A company has momentum when it can provide the answers to three key questions wrapped in a compelling value proposition:
To study momentum in more detail, an intensive analysis was carried out of more than 20,000 consumer and corporate buyers who make large purchase decisions. As a result of this study, six key forces of digital differentiation which generate momentum were identified and weighted as to their relative importance. These six forces, ranked by their respective weightings are:
Relevance of the company’s value proposition – Mass – 28%Ecosystem potential – Mass – 20%Category leadership – Mass – 18%Brand integrity – Direction – 17%Management vision – Direction – 9%Market agility – Speed – 8%The central challenge for business leaders today, quite simply, is to build and sustain momentum. Whoever does that the best will not only achieve industry dominance, they will also add millions or even billions to their own company’s market capitalization. Companies with momentum will dominate their marketplaces indefinitely, making it almost impossible for another company to come in and access their customers. Momentum is the ultimate competitive advantage for digital markets.
About the Author
RON RICCI is vice president of corporate positioning at Cisco Systems Inc. He specializes in strategies for the market positioning of technology companies. Mr. Ricci, a graduate of Fairfield University and the University of North Carolina, has previously worked as a principal at Cunningham Communication where he consulted with a number of companies.
JOHN VOLKMANN is vice president of strategic communications at Advanced Micro Devices. He is responsible for developing AMD’s positioning strategies and other strategic initiatives. Mr. Volkmann, a graduate of the University of Wisconsin and Dartmouth College, previously worked for Citigate Cunningham and the E&J Gallo Winery.
The Web site for this book is at www.momentumbook.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 Momentum (Ron Ricci and John Volkmann)
Analysis: The Emergence of Momentum as a Key Business Driver
Momentum has only become an important business issue since the late 1990s when digital products and services have begun to be offered in greater numbers. Prior to that time, products were differentiated by what they did. Since then, however, digital products and services are differentiated by what people do with them. That fact, combined with the unique characteristics of digital product offerings, has increased the importance of momentum for businesses.
The digital mind-set in which customers have become more sophisticated in their buying behavior is the result of a three-stage evolutionary process which has taken place in the broader economy. Three distinct marketplaces have emerged:
The Marketplace of Image
