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, but traditional
competitive advantage through new product development, production efficiency,
or sourcing cheaper labor and materials is 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—its center has just shifted. As marketing professor Niraj Dawar
compellingly argues, advantage is now found “downstream,”
companies interact with customers in the marketplace.
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. Tilt will guide you as
you shift your strategy downstream and achieve enduring competitive advantage. Download and start listening now!