The Market Driven Organization: Understanding, Attracting, and Keeping Valuable Customers
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For forty years managers have been exhorted to "stay close to the customer and ahead of the competition." And with good reason. Market driven organizations outperform their rivals. Here are all the insights and tools you need in order to construct a company with superior skills for understanding, attracting, and keeping customers. Library Journal Following up on his Market Driven Strategy: Processes for Creating Value, Day's new book provides practical advice on communicating with customers, outdistancing competitors, and at the same time remaining responsive to both. He applies his experience in consulting, research, and teaching to the topic of continual communication with customers and suppliers to insure a reliable customer base. Divided into three sections--"Understanding Market Orientation," "Building the Capabilities," and "Aligning the Organization to the Market"--the text is rich in examples that show how a company can become and remain market driven. Chapter notes provide references to further reading. Recommended for all business libraries and marketing professionals as well as larger public and university libraries that support business interests.--Littleton M. Maxwell, Business Information Ctr., Univ. of Richmond, VA Copyright 1999 Cahners Business Information.
ContentsIntroduction: Move to the MarketPart IUnderstanding Market Orientation1. What It Means to Be Market Driven Understanding the Orientation to the MarketAdvantages of a Market OrientationIs Being Market Driven for Everyone?Staying Ahead in Turbulent MarketsMarket Driven Winners2. Misconceptions About Market Orientation Why Don't More Firms Become Market Driven?Superior to the MarketAvoiding the Pitfalls3. Market Driven Cultures Market Driven CulturesUnderstanding the CultureSummary: The Defining Role of Culture4. Configuring Around Capabilities Culture, Capabilities and ProcessesIdentifying CapabilitiesManaging CapabilitiesIntegrating Culture and Capabilities: How Virgin Atlantic Flies on All EnginesToward a New Concept of the OrganizationPart IIBuilding the Capabilities5. Market Sensing Sensing the MarketSense MakingImproving Market SensingThe Collective Memory6. The Shared Knowledge Base Synergistic Information DistributionConverting Information Into Strategic KnowledgeRetaining Knowledge7. Market Relating Relating for AdvantageBuilding Relationships with the MarketThe Spectrum of RelationshipsSummary: Rethinking Market Relationships8. Competing for Customer Relationships Customer Responsive StrategiesExploiting InteractivitySummary9. Collaborative Partnering Partnering with CustomersChannel BondingSummary: The Advantages of Collaborative PartneringPart IIIAligning the Organization to theMarket10. Reshaping the Organization Trade-offs and the Search for Optimal DesignThe Emergence of Hybrid OrganizationsWhat Role for Marketing?Achieving Closer Alignment to the Market11. Setting the Direction Market Driven Strategic ThinkingThe Capability for Thinking Strategically12. Guiding the Change Three Stories of TransformationDesigning the Change ProcessThe Six ConditionsConclusion: Answering the Call to the MarketAppendix: Is Your Organization Market Driven? AcknowledgmentsNotesIndex
