Customer innovation : customer-centric strategy for enduring growth /
"A new set of organisations have discovered a new formula. They combine customer centricity with innovative power. These organisations have created a completely outside-in approach to the market. They are not driven by what they're good at. They start with the market and design their strat...
| Основен автор: | Debruyne, Marion. |
|---|---|
| Формат: | Книга |
| Език: | English |
| Публикувано: |
London ; Philadelphia :
Kogan Page,
2015.
|
| Предмети: |
Съдържание:
- Machine generated contents note:
- Introduction: Connect-convert-collaborate
- Connect
- Convert
- Collaborate
- The strategic case for customer understanding and market insight
- The antecedents
- Desperately seeking
- Firm-centric paradigm versus customer-centred perspective
- How to read this book
- 01 Connect using the ?rst lens. Zooming into the customer: ?ve practices
- Open up the channels of communication
- Immersive customer understanding
- Using every source of information you have
- Customers as a source of ideas
- Customers as developers
- Unleash new potential
- 02 Convert the ?rst lens by innovating every day: Be a moving target, not a sitting duck
- Leverage a connected development model
- Close the feedback loop
- Constant focus on micro-innovations
- Make it organization-wide
- Harness the full potential
- 03 Collaborate with customers: Put customers at the core
- Create a platform to bring customers together
- Harvest all customer roles
- Go inside-out to enable outside-in
- Build the culture from the inside
- The empty chair in the boardroom
- Walk the talk
- 04 Connect using the second lens: Zooming out beyond the product
- Consider the entire customer journey
- Focus on customer goals and outcomes
- Rethink segmentation
- 05 Convert using the second lens: Create customer solutions
- Outside-in value proposition
- The integration solution
- The disintegration solution
- The trap of competence thinking
- 06 Collaborate along the value chain: Closing the gap
- Connect downstream value with upstream collaboration
- Assets with clout
- Recreate the value chain
- 07 Adopt a wide lens: The trap of myopia
- The customer trap: learn from the customers you don't have
- The competitor trap
- On blinkers and biases
- Driving attention to the outside
- How to exploit the wide lens
- 08 Convert the third lens in business model renewal
- Business model innovation: fad or fab?
- Enemy number 1: The fear of cannibalization
- Enemy number 2: Self-sabotage
- About hungry puppy dogs and fat cats
- How to organize to enable new business creation
- On persistence and patience
- 09 Collaborate in ?exible ecosystems
- Explore new horizons
- Think in terms of ecosystems
- Agility versus commitment
- 10 The playbook for enduring customer-based growth: Three essential capabilities
- Diagnose your organization
- The playbook
- Index.