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Contents
Introduction: Move to the Market
Part I
Understanding Market Orientation
1. What It Means to Be Market Driven
Understanding the Orientation to the Market
Advantages of a Market Orientation
Is Being Market Driven for Everyone?
Staying Ahead in Turbulent Markets
Market Driven Winners
2. Misconceptions About Market Orientation
Why Don't More Firms Become Market Driven?
Superior to the Market
Avoiding the Pitfalls
3. Market Driven Cultures
Market Driven Cultures
Understanding the Culture
Summary: The Defining Role of Culture
4. Configuring Around Capabilities
Culture, Capabilities and Processes
Identifying Capabilities
Managing Capabilities
Integrating Culture and Capabilities: How Virgin Atlantic
Flies on All Engines
Toward a New Concept of the Organization
Part II
Building the Capabilities
5. Market Sensing
Sensing the Market
Sense Making
Improving Market Sensing
The Collective Memory
6. The Shared Knowledge Base
Synergistic Information Distribution
Converting Information Into Strategic Knowledge
Retaining Knowledge
7. Market Relating
Relating for Advantage
Building Relationships with the Market
The Spectrum of Relationships
Summary: Rethinking Market Relationships
8. Competing for Customer Relationships
Customer Responsive Strategies
Exploiting Interactivity
Summary
9. Collaborative Partnering
Partnering with Customers
Channel Bonding
Summary: The Advantages of Collaborative Partnering
Part III
Aligning the Organization to theMarket
10. Reshaping the Organization
Trade-offs and the Search for Optimal Design
The Emergence of Hybrid Organizations
What Role for Marketing?
Achieving Closer Alignment to the Market
11. Setting the Direction
Market Driven Strategic Thinking
The Capability for Thinking Strategically
12. Guiding the Change
Three Stories of Transformation
Designing the Change Process
The Six Conditions
Conclusion: Answering the Call to the Market
Appendix: Is Your Organization Market Driven?
Acknowledgments
Notes
Index
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Roy Berlin
reviewed The market driven organization on May 06, 2019
The market driven organization
A should-read book on product management for knowledge workers and entrepreneurs.
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Add The market driven organization, For forty years managers have been exhorted to stay close to the customer and ahead of the competition. And with good reason Research now shows that market driven organizations outperform their rivals. Given the obvious benefits, why do so many companie, The market driven organization to your collection on WonderClub |
