Niraj dawar is a professor emeritus from the marketing group at the ivey business school. Manufacturing and even new product development can easily be outsourced, so there is no longer any competitive advantage in controlling upstream activities. Shifting your strategy from products to customers by. Shifting your strategy from products to customers dawar, niraj on amazon. The central thesis of this book is to tilt the organization away from dependence on operational excellence and toward customer centric priorities, away from selling better stuff and instead. Shifting your strategy from products to customers youtube. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization. Free shipping and pickup in store on eligible orders. For decades, businesses sought competitive advantage almost exc. Renowned marketing professor niraj dawar argues that most companies still look for competitive advantage where it used to be. Everyday low prices and free delivery on eligible orders. His published papers on brand extensions, consumers use of brand and other signals as well as international consumer behaviour. Why do your customers buy from you rather than from your competitors.
Today, as explained by niraj dawar in his book, tilt. He earned his phd from pennsylvania state university. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your. As marketing professor niraj dawar compellingly argues, advantage is now found downstream, where companies interact with customers in the marketplace. Shifting your strategy from products to customers is a compelling exposition to why and how companies must shift their value creation efforts from the. If you think the answer is your superior products, think again. Niraj dawar argues that most companies still look for competitive advantage where it used to be. Dawar sets up a dichotomy between upstream value, the valuecreation.
Shifting your strategy from products to customers by niraj dawar hardback, 20 at the best online prices at ebay. Shifting your strategy from products to customers by niraj dawar. His argument is one that should make executives across the entire enterprise take notice. Shifting your strategy from products to customers sheds some light on this. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. Shifting your strategy from products to customers, the center of gravity has shifted to downstream activities. Shifting your strategy from products to customers by niraj dawar at indigo.
Shifting your strategy from products to customers by niraj dawar get tilt. Dawar meaning and origin of the name dawar nameaning. Semantic scholar extracted view of when marketing is strategy why you must shift your strategy downstream, from products to customers by niraj dawar. As per niraj dawar companies must shift their value creation efforts from upstream activities. Shifting your strategy from products to customers book. Shifting your strategy from products to customers hardcover by niraj dawar, with vivid examples from around the world, ranging across industries and sectors, dawar shows how companies are reorienting their strategies around customer. Products are important, of course, but traditional competitive advantage through new product development, production efficiency, or. Shifting your strategy from products to customers by niraj dawar nov 20, 20 tilt. Shifting your strategy from products to customers now with oreilly online learning. Products are important in the sense that they represent.
Shifting your strategy from products to customers from the worlds largest community of readers. Thats the message from niraj dawar, whose provocative new book, tilt. Shifting business strategy downstream to the market. Included in forbes eight noteworthy books of 2014 list. Marketing in the age of alexa an interview with niraj. Shifting your strategy from products to customers by niraj dawar 20 hardcover wiki information dawar. With vivid examples from around the world, ranging. Niraj dawar is a professor of marketing at the ivey business school, canada. Shifting your strategy from products to customers, ivey business school professor of marketing niraj dawar provides the muchneeded context for why companies have to view satisfying customers as paramount. Lisa welton, npdp in light of maturing markets with increasing numbers of products clamoring for limited shelf space, niraj dawar s book, tilt. Niraj dawar is professor of marketing at the ivey business school, canada.
Shifting your strategy from products to customers2014 4 niraj dawar tilt. Shifting your strategy from products to customers, ivey business school professor of marketing niraj dawar provides the muchneeded. Shifting your strategy from products to customers book online at best prices in india on. How to increase retention, assess lifetime value, and boost profit. The revolutionary power of klout, social scoring, and influence marketing by mark schaefer tilt. When marketing is strategy why you must shift your strategy. Shifting your strategy from products to customers, discusses the shift in focus from products to customers and brands. 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. Tilt shifting your strategy from products to consumers. Niraj dawar is a professor of marketing at the ivey business school and the author of tilt. Niraj dawar s research focuses on brand equity and brand management issues. Niraj dawar is a professor emeritus, marketing, at ivey business school, university of western ontario, which is one of the premier business schools in the world. Shifting your strategy from products to customers hbr store. Tilt shifting your strategy from products to customers niraj dawar p70.