martes, 5 de octubre de 2010

Innovating Business Strategy (do it the right way)

Knowledge@Wharton entrevista a George Day, uno de los autores del libro, recientemente publicado: Strategy from the Outside In: Profiting from Customer Value

Extracto de apertura:

"Toyota and Dell both did it for a while but then stopped. American Express, Cisco, GE, Tesco, Trader Joe's and Godrej, among others, all kept at it, and have continued to reap the benefits. "It" refers to the adoption of an "outside in" strategy that calls on companies to start with their market when they design their strategy, rather than limit themselves by asking what they can do with existing resources. According to Wharton marketing professor George Day, firms that adopt an "inside-out" approach are handicapped in keeping up with their customers and ahead of their competitors. Day and Christine Moorman from the Fuqua School of Business at Duke University describe their approach in a new book called Strategy from the Outside In: Profiting from Customer Value."

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