...TYPES OF MARKETING STRATEGIES MARKET LEADER STRATEGIES 1. Expand total market 2. Defend market share 3. Expand market share MARKET CHALLENGER STRATEGIES 1. Define strategic objective and opponents 2. Choosing an attack strategy MARKET FOLLOWER STRATEGIES MARKET NICHE STRATEGIES ================ A. 1. MARKET LEADER STRATEGIES EXPAND TOTAL MARKET • New Users E.g.: perfume:--> non-users (mkt-penetration strat) --> men (new market strat) --> other countries (geo-expan strat) E.g.: J&J Baby shampoo: birthrate declining --> ads target adults --> leading brand • New uses Cereals: as snacks --> increase frequency of use OJ: “not for breakfast anymore” Du Pont nylon: parachute-->pantyhose-->blouses & shirts --> auto tires -->seat belts --> carpeting Arm & Hammer: baking--> fridge deodorant --> quell kitchen grease --> carpet/pet deodorant --> bath tub relaxant --> toothpaste --> ???? • More usage: Michelin: want French to drive more --> rate restaurants (best in south --Provence & Riviera) --> publish guidebooks with maps and sights along the way 2. DEFEND MARKET SHARE • decide where to defend • continuous innovation along Mktg Mix Position defense: - purely defensive not enough --> must take offensive counter-measure Eg: Coke --> multi segments of cola mkt --> enter wine market --> acquire fruit drink companies --> desalination equipment --> plastics Flanking defense: - guarding territory not enough - create outposts/flanks: --> protect weak front --> invasion base for counter-attack...
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...7 Dollar Share 7 Unit Share 7 BE MS (Dollars) 7 BE MS (Units) 7 Cannibalization 7 Total Contribution (NP) 7 Net Present Value: Today’s $ v. Next Year’s $ 8 Customer Lifetime Value (CLV) 8 Mkt Strat I: Strategy Formulation, Market Assessment Tools (Frameworks), Porter’s Generic Strategies 9 Dolan’s 5 Cs 9 Porter’s 5 Forces Model 10 BCG Matrix 10 Marketing Strategy II: Segmentation and Positioning 11 S-T-P 11 Consumer Segmentation Variables: 11 Business Segmentation Variables: 11 Characteristics of Effective Segmentation 11 Bases for Segmentation Evaluation 12 Targeting the Markets 12 Pricing 12 Top 3 of 5 Deadly Pricing Sins 12 8 Steps to Better Pricing Decisions 12 Value-Based Pricing 13 Marketing Research 14 Steps in Marketing Research 14 Reliability v. Validity 14 Marketing Channels 15 Value Adding Roles of Intermediaries 15 Channel Conflict and Efficiency 15 Salesforce Management 15 McMurry’s sales representative types: 16 Motivating the Salesforce 16 Simple Salesforce Structures 16 Salesforce Size 17 Brand Management 17 Brand Associations, Identity, and Equity 17 Determinants of Successful Brand Extensions 17 New Product Development 18 Challenges to Bringing a New Product: 18 New Product Success Factors: 18 Top 10 Reasons for NP Failure 18 Marketing Communications 19 How Communication Fits into Strategy 19 Formulas: Variable Costs incurred with every unit sold/produced; linearly increase...
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...strategy+business ISSUE 61 WINTER 2010 The Right to Win Business strategy is at an evolutionary crossroads. It’s time to resolve the long-standing tension between the inherent identity of your organization and the fleeting nature of your competitive advantage. REPRINT 10407 BY CESARE MAINARDI WITH ART KLEINER features strategy & competition 1 toWIN It’s 8 A.M. in the executive conference room of a TheRIGHT by Cesare Mainardi with Art Kleiner Business strategy is at an evolutionary crossroads. It’s time to resolve the longstanding tension between the inherent identity of your organization and the fleeting nature of your competitive advantage. 2 features strategy & competition large global packaged-foods manufacturer (a real company, its name withheld to preserve confidentiality). For the past two months, a team made up of 15 senior people has been exploring options for growth, winnowing them down to three basic strategies. Each is now summed up in a crisp 20-minute presentation. The first option focuses on innovation. The company would rapidly develop and launch many new types of snacks and foods, packaged in new and interesting ways, offering leading-edge nutrition and convenience. Under the second option, the company would get closer to its customers, producing the food people ask for. It could incorporate ideas gathered online into its offerings and provide busy working families with customizable, convenient, and well-balanced meals. The...
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...The Strategy Concept I: Five Ps for Strategy* Human nature insists on a definition for every concept. The field of strategic management cannot afford to rely on a single definition of strategy, indeed the word has long been used implicitly in different ways even if it has traditionally been defined formally in only one. Explicit recognition of multiple definitions can help practitioners and researchers alike to maneuver through this difficult field. Accordingly, this article presents five definitions of strategy-as plan, ploy, pattern, position, and perspective-and considers some of their interrelationships. To almost anyone you care to ask, strategy is a plan-some sort of consciously intended course of action, a guideline (or set of guidelines) to deal with a situation. A kid has a "strategy" to get over a fence, a corporation has one to capture a market. By this definition, strategies have two essential characteristics: they are made in advance of the actions to which they apply, and they are developed consciously and purposefully. (They may, in addition, be stated explicitly, sometimes in formal documents known as "plans," although it need not be taken here as a necessary condition for "strategy as plan.") To Drucker, strategy is "purposeful action"', to Moore "design for action," in essence, "conception preceding actionn2 A host of definitions in a variety of fields reinforce this view. For example: in the military: Strategy is concerned with "draft[ing] the plan of war...
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...` , Single-Author Thesis THE EFFECT OF SUPPLY CHAIN MANAGEMENT PROCESSES ON COMPETITIVE ADVANTAGE AND ORGANIZATIONAL PERFORMANCE THESIS Ronald M. Salazar, SMSgt, USAF AFIT-LSCM-ENS-12-16 DEPARTMENT OF THE AIR FORCE AIR UNIVERSITY AIR FORCE INSTITUTE OF TECHNOLOGY Wright-Patterson Air Force Base, Ohio DISTRIBUTION STATEMENT A: APPROVED FOR PUBLIC RELEASE; DISTRIBUTION UNLIMITED Sample 3. Disclaimer Statement The views expressed in this thesis are those of the author and do not reflect the official policy or position of the United States Air Force, Department of Defense, or the United States Government. AFIT-LSCM-ENS-12-16 THE EFFECT OF SUPPLY CHAIN MANAGEMENT PROCESSES ON COMPETITIVE ADVANTAGE AND ORGANIZATIONAL PERFORMANCE THESIS Presented to the Faculty Department of Systems and Engineering Management Graduate School of Engineering and Management Air Force Institute of Technology Air University Air Education and Training Command In Partial Fulfillment of the Requirements for the Degree of Master of Science in Engineering and Environmental Management Ronald M. Salazar, BS SMSgt, USAF March 2012 DISTRIBUTION STATEMENT A: APPROVED FOR PUBLIC RELEASE; DISTRIBUTION UNLIMITED. Sample 4. Thesis Title Page, Single Author AFIT-LSCM-ENS-12-16 THE EFFECT OF SUPPLY CHAIN MANAGEMENT PROCESSES ON COMPETITIVE ADVANTAGE AND ORGANIZATIONAL PERFORMANCE Ronald M. Salazar, BS SMSgt, USAF Approved: _____________//signed//______________ William Cunningham...
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...JaNuaRy–FeBRuaRy 2014 23 consumer Behavior What Marketers Don’t Get About Online Reviews Itamar Simonson and emanuel rosen 78 competition The Big Lie of Strategic Planning roger l. Martin 103 risk Management The New Rules of Globalization Ian Bremmer : -( : -( ; -) : A greAt plAce to work What ideo, BlackRock, and Netflix know about building high-performance cultures Page 53 ©2013 Cartier calibre de cartier CHRONOGRAPH 1904-CH MC THE 1904-CH MC, THE NEW AUTOMATIC WINDING CHRONOGRAPH MOVEMENT, WAS CONCEIVED, DEVELOPED AND ASSEMBLED BY THE CARTIER MANUFACTURE IN THE GREATEST WATCHMAKING TRADITION. THIS MOVEMENT IS EQUIPPED WITH INGENIOUS SYSTEMS FOR UTMOST PRECISION: A COLUMN WHEEL TO COORDINATE ALL THE CHRONOGRAPH FUNCTIONS, A VERTICAL CLUTCH DESIGNED TO IMPROVE THE ACCURACY OF STARTING AND STOPPING THE TIMING FUNCTION, A LINEAR RESET FUNCTION, AND A DOUBLE BARREL TO ENSURE UNRIVALED TIMEKEEPING. 18K PINK GOLD 42 MM CASE, MECHANICAL MANUFACTURE CHRONOGRAPH MOVEMENT, SELF-WINDING, CALIBRE 1904-CH MC (35 JEWELS, 28,800 VIBRATIONS PER HOUR, APPROXIMATELY 48 HOUR POWER RESERVE), CALENDAR APERTURE AT 6 O’CLOCK, 18K PINK GOLD OCTAGONAL CROWN, SILVER OPALINE SNAILED DIAL, GOLD FINISHED CHAMFERS. ALLIGATOR STRAP. EXPLORE AND SHOP WWW.CARTIER.US - 1-800-CARTIER hbr.org January–February 2014 Contents 53 SpoTlIghT on TalENT aND PErformaNCE 54 IDEo’s Culture of helping Research at one office of the design firm ...
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...THE COMPLETE GUIDE TO DAY TRADING A Practical Manual From A Professional Day Trading Coach Markus Heitkoetter The opinions expressed in this manuscript are solely the opinions of the author and do not represent the opinions or thoughts of the publisher. The author represents and warrants that s/he either owns or has the legal right to publish all material in this book. The Complete Guide to Day Trading A Practical Manual From A Professional Day Trading Coach All Rights Reserved. Copyright © 2008 Markus Heitkoetter V1.0 Edited by Nicole Quinlan This book may not be reproduced, transmitted, or stored in whole or in part by any means, including graphic, electronic, or mechanical without the express written consent of the publisher except in the case of brief quotations embodied in critical articles and reviews. ISBN: 978-1-4196-9563-6 PRINTED IN THE UNITED STATES OF AMERICA To my family for supporting me even in my craziest moments. Table of Contents PREFACE......................................................................................................... VIII INTRODUCTION : WHY DAY TRADING?................................................................... XI HOW TO GET THE MOST OUT OF THIS BOOK..................................................... XVII PART 1: DAY TRADING BASICS – WHAT YOU SHOULD KNOW ......................... 1 WHAT IS DAY TRADING?....................................................................................... 2 WHO SHOULD BE DAY TRADING?...
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...thomas a . meyer How Great companies Get Started in terrible times Innovate! Innovate! How Great Companies Get Started in Terrible Times THOMAS A. MEYER John Wiley & Sons, Inc. Copyright © 2010 by Thomas A. Meyer. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose...
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...BUSINESS EN ETHIEK Hoofdstuk 1: bedrijfsethiek in het spanningsveld tussen persoonlijke en institutionele verantwoordelijkheid.............................. 4 Inleiding: algemene beschouwingen over bedrijfsethiek..................................................... 4 1. 1 Bedrijfsethiek vanuit het standpunt van de ethische ondernemer.............................. 4 1.1.1 Bedrijfsethiek als ‘science des moeurs’: wetenschappelijke studie van het feitelijk moreel gedrag ................................................................................................... 5 1.1.2 Bedrijfsethiek als normatieve ethiek ............................................................... 5 1.2 De ethische onderneming ....................................................................................... 9 1.2.1 Het statuut van de onderneming.................................................................... 10 1.2.1.1 Een sociologische kijk: van organisatie naar instituut................................ 10 De dierbare organisatie......................................................................................... 10 Institutionalisering als routine............................................................................... 10 Internationalisering als interne waardecreatie ....................................................... 11 1.2.1.2 Een economische kijk op de onderneming................................................. 11 Het ondernemingsbegrip verruimd......
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...of an organization relative to its competitors and other environmental factors v. Perspective: gestalt or personality of the organization HR Planning Notebook 1.1 – Description of Strategy Strategy: declaration of intent (considered as both plan and purpose) Strategic Intent: tangible corporate goal; point of view about the competitive positions a company hopes to build over a decade Strategy Formulation: entire process of conceptualizing the mission of an organization, identifying the strategy, and developing long-range performance goals Strategy Implementation: activities that ees and managers of an organization undertake to enact the strategic plan and achieve the performance goals Objectives: the end, the goals Plans: product of strategy, the means to the end Strategic Plan: written statement that outlines the future goals of an organization, including long-term performance goals Policies: broad guidelines to action, which establish the parameters or rules Strategic Planning: systematic determination of goals and the plans to achieve them (requires thinking about future) - must be viewed as a dynamic process that can respond to changes in the environment (Logical Incrementalism) Figure 1.1 – The Reality of the Strategic...
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...gerry JoHnson KeVan sCHoles rICHard WHIttIngton Fundamentals oF strategy ACCESS CODE INSIDE unlock valuable online learning resources Once opened this pack cannot be returned for a refund Welcome to FUNDAMENTALS OF STRATEGY Strategy is a fascinating subject. It’s about the overall direction of all kinds of organisations, from multinationals to entrepreneurial start-ups, from charities to government agencies, and many more. Strategy raises the big questions about these organisations – how they grow, how they innovate and how they change. As a manager of today or of tomorrow, you will be involved in influencing, implementing or communicating these strategies. Our aim in writing Fundamentals of Strategy is to give you a clear understanding of the fundamental issues and techniques of strategy, and to help you get a great final result in your course. Here’s how you might make the most of the text: ● Focus your time and attention on the fundamental areas of strategy in just 10 carefully selected chapters. Read the illustrations and the case examples to clarify your understanding of how the concepts of strategy translate into an easily recognisable, real-world context. Follow up on the recommended readings at the end of each chapter. They’re specially selected as accessible and valuable sources that will enhance your learning and give you an extra edge in your course work. KEY CONCEPT AUDIO SUMMARY ● ● Also, look out for the Key Concepts and Audio Summary icons...
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...all Uppe r Saddl e River , New Jersey ·--· PEAR SON -- · - · - - - "ibrary of Congress Cataloging-in-Publication Data :::hopra, Sunil Supply chain management: strategy, planning, and operation I Sunil Chopra, >eter Meind!.-3rd ed. p. em. Includes bibliographical references and index. ISBN: 0-13-208608-5 1. Marketing channels-Managemen t. 2. Delivery of goods-Management. i. Physical distribution of goods-Management. 4. Customer servicesvfanagement. 5. Industrial procurement. 6. Materials management. I. vfeindl, Peter II. Title. HF5415.13.C533 2007 658.7-dc22 2006004948 \VP/Executive Editor: Mark Pfaltzgraff ii:ditorial Director: Jeff Shelstad ;enior Project Manager: Alana Bradley E:ditorial Assistant: Barbara Witmer Vledia Product Development Manager: Nancy Welcher \VP/Executive Marketing Manager: Debbie Clare Vlarketing Assistant: Joanna Sabella ;enior Managing Editor (Production): Cynthia Regan flroduction Editor: Melissa Feimer flermissions Supervisor: Charles Morris Vlanufacturing Buyer: Michelle Klein Vlanager, Print Production: Christy Mahon Composition/Full-Service Project Management: Karen Ettinger, TechBooks, Inc. flrinter/Binder: Hamilton Printing Company Inc. fypeface: 10/12 Times Ten Roman :::redits and acknowledgments borrowed from other sources and reproduced, with permission, in this textJook appear on appropriate page within text. \.1icrosoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and Jther countries....
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...Uppe r Saddl e River , New Jersey ·--· -- · - · - - - "ibrary of Congress Cataloging-in-Publication Data :::hopra, Sunil Supply chain management: strategy, planning, and operation I Sunil Chopra, >eter Meind!.-3rd ed. p. em. Includes bibliographical references and index. ISBN: 0-13-208608-5 1. Marketing channels-Managemen t. 2. Delivery of goods-Management. i. Physical distribution of goods-Management. 4. Customer servicesvfanagement. 5. Industrial procurement. 6. Materials management. I. vfeindl, Peter II. Title. HF5415.13.C533 2007 658.7-dc22 2006004948 \VP/Executive Editor: Mark Pfaltzgraff ii:ditorial Director: Jeff Shelstad ;enior Project Manager: Alana Bradley E:ditorial Assistant: Barbara Witmer Vledia Product Development Manager: Nancy Welcher \VP/Executive Marketing Manager: Debbie Clare Vlarketing Assistant: Joanna Sabella ;enior Managing Editor (Production): Cynthia Regan flroduction Editor: Melissa Feimer flermissions Supervisor: Charles Morris Vlanufacturing Buyer: Michelle Klein Vlanager, Print Production: Christy Mahon Composition/Full-Service Project Management: Karen Ettinger, TechBooks, Inc. flrinter/Binder: Hamilton Printing Company Inc. fypeface: 10/12 Times Ten Roman :::redits and acknowledgments borrowed from other sources and reproduced, with permission, in this textJook appear on appropriate page within text. \.1icrosoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and Jther...
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...BAB 11 StrategicLeadership and ChangeManagement Manajemen strategis adalah tentang kinerja organisasi dalam jangka panjang . Organisasi yang sukses tidak hanya mampu memenuhi kebutuhan pasar saat ini mereka ( s ) , tetapi juga mampu beradaptasi dengan perubahan kebutuhan pasar dengan strategi baru . Organisasi beroperasi dalam lingkungan yang semakin kompleks , di mana adaptasi terhadap perubahan lingkungan adalah suatu keharusan. Upaya oleh organisasi untuk menyelaraskan visi, misi , tujuan , kemampuan dan strategi dengan tren lingkungan eksternal benar-benar inti dari manajemen strategis . Banyak sarjana dan praktisi sepakat bahwa keberhasilan strategi organisasi dipengaruhi oleh tingkat kesesuaian antara kekuatan internal dan eksternalitas di macroenvironment tersebut . Proses ini sangat dipengaruhi oleh interpretasi pemimpin strategis membuat dari trends.3 lingkungan Ada sejumlah tema yang telah terus meresap pengajaran dan praktek manajemen strategis . Keempat paling dikutip adalah globalisasi , kelestarian lingkungan , hiperkompetisi , dan transformasi teknologi . Integrasi tema tersebut ke dalam kurikulum manajemen strategis telah berubah dari sebuah marjinal menerbitkan ke topik pusat - tahap diskusi. Hal ini telah menjadi praktek standar untuk menambahkan tema-tema ini dengan isi buku teks manajemen strategis . Untuk berhasil dalam era hiperkompetisi , globalisasi , perubahan lingkungan , dan revolusi teknologi , sangat penting bahwa organisasi bertindak cerdas...
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...Licensed to: CengageBrain User Licensed to: CengageBrain User This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Licensed to: CengageBrain User Sociology in Our Times: Ninth Edition Diana Kendall Sponsoring Editor: Erin Mitchell Developmental Editor: Renee Deljon/Kristin Makarewycz Freelance Development Editor: Tricia Louvar Assistant Editor: Linda Stewart Editorial Assistant: Mallory Ortberg Media Editor: Mary Noel Marketing Manager: Andrew Keay ...
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