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These presentation slides comprehensively describe Customer Equity - a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. These slides also explore the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers.
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There are five key leadership strategies that need to be instilled to build a successful innovation process. Here are those five strategies. Leadership Strategy 1: Design and Implement an Innovation Strategy. An innovation strategy spells out how you intend to embed and systematize innovation in your firm, and how you will turn it into an ongoing, measurable, manageable process. It defines how you will organize the search for tomorrow's opportunities and what is expected of everyone in the organization.
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An examination of successful hypercompetitive firms by Richard D’Aveni – and published in his remarkable book, Hypercompetion -- revealed that many utilized some or all of a new set of approaches—the New 7-S's. The first two of these S's—stakeholder focus and strategic soothsaying—are concerned with establishing a vision for how to disrupt the market. |
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Long-term success depends not on sustaining an advantage through a static, long-term strategy, but instead on formulating a dynamic strategy for the creating, destruction, and recreation of short-term advantages. This masterful presentation, essentially an operating manual of strategy and tactics for a new era, will be required reading for managers, planners, consultants, and students of hypercompetitive industries.
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Exploratory research can be effectively used to develop insights and understanding about a marketing problem or issue. While exploratory research is applicable in numerous situations, it is extremely useful for understanding a problem, screening alternative solutions, and discovering new ideas. We will discuss these three applications in this section.
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