May 2004
Intermediate to advanced
288 pages
6h 40m
English
Content preview from Marketing As Strategy
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SEVEN
From Market-Driven to Market-Driving
Incrementalism is innovation’s worst enemy.
CEOs DEMAND, EXHORT, AND BEG their organizations to innovate. In particular, CEOs stress the value of radical or discontinuous innovation because it helps a company outpace its competition and thus deliver sustained growth. Yet innovation often inches along rather than leaps forward in established firms. Why? Because companies revere the market-driven process that currently dominates business.
Current practice intimates that careful market research of the customers’ needs and creative development of differentiated products or services for a well-defined segment will lead to success. Various strong companies such as Nestlé, P&G, and Unilever effectively employ ...
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.