Tilt, Niraj Dawar
Tilt, Niraj Dawar
4 Rating(s)
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Tilt
Shifting Your Strategy from Products to Customers

Author: Niraj Dawar

Narrator: Walter Dixon

Unabridged: 6 hr 1 min

Format: Digital Audiobook Download

Publisher: Ascent Audio

Published: 04/01/2014


Synopsis

Shift your strategy downstream.

Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again.

Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory—and by inventing exciting new products that competitors could not replicate.

But these sources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competitors can rapidly decipher and deploy the recipe for your product’s secret sauce and use it against you. “Upstream,” product-related advantages are rapidly eroding.

This does not mean that competitive advantage is a thing of the past. Rather, its center has shifted. As marketing professor Niraj Dawar compellingly argues, advantage is now found “downstream,” where companies interact with customers in the marketplace.

Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization. With vivid examples from around the world, ranging across industries and sectors, Dawar shows how companies are reorienting their strategies around customer interactions to create and capture unique value. And he demonstrates how, unlike product-related advantage, this value is cumulative, continuously building over time.

In an increasingly customer-centered world marketplace, let Tilt serve as your guide to shifting your strategy downstream—and achieving enduring competitive advantage.

Reviews

Goodreads review by Jason

This book started off really strong but the end of it dragged out a bit for me and it had a hard time capturing my attention through the last few chapters. The concepts are quite sound - the language used in this book is a unique way to talking about creating strategic business value through marketi......more

Goodreads review by Dave

I thought the book was good, and the last chapter had key insights for marketing and branding but I don't know if any of the major lessons stuck out enough for me to recommend it to a friend. I think if I was to create a reading list that is purely based on high level managerial strategy for large,......more

As most business books, this one takes a central idea, which is the title of the book, and fills a book making the case with examples and stories. I was bought into the idea from the beginning, so it added little value reading pass the first few chapters.......more

Goodreads review by Kevin

Asks some really simple questions in how companies are competing for a 'share of mind'. It's convinced me that I've sub-consciously always trivialised and never truly appreciated the opportunity of marketing as a strategical lasting advantage.......more

Goodreads review by Lisa

Upstream or downstream competitive advantage? You better know. Eliminating risks and costs to customers is a downstream competitive advantage and it's what making waves in the economy right now.......more