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How to Grow
When Markets Don't
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By Adrian Slywotzky, Richard Wise and
Karl Weber
ISBN: 0446531774
Hardcover 5 x 7 WARNER BOOKS | |
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What does a check-printing company do when fewer people write checks?
Clarke
American applied a dynamic new business approach that resulted in double-digit
growth. What happens when a breakthrough technology is threatened by copycat
competitors? Innovative thinking saved GM's OnStar and achieved stratospheric
revenues.
A truly eye-opening business book, HOW TO GROW WHEN MARKETS DON'T shows how
old-line companies are creating new profits through "demand innovation." This
powerful approach focuses on recognizing the opportunities that surround a
product instead of merely improving the product itself. Used in a variety of
industries, demand innovation asks: Where do customers spend the most time and
money in areas related to my product or service? How can I help them improve
their operations, reduce their risk, or grow their own revenues? The answers
lead to huge growth opportunities for both business-to-business and consumer
markets. Consider how:
- Cardinal Health, a drug wholesaler, overcame a price squeeze by
"following the pill" and developed profitable new prepackaged surgical kits
- Virgin created a brand that consumers trust and that embraces markets
from travel to publishing to mobile phones-all linked by a spirit of
youthful exuberance
- Johnson Controls, which assembled car seats, escaped being trapped with
a commodity product by designing and providing complete, integrated
automobile cockpits.
Packed with many other thought-provoking success stories, insights on how to
mine your company's hidden assets, and "moves for Monday morning" that can
immediately improve your bottom line, HOW TO GROW WHEN MARKETS DON'T addresses
today's economic challenges by providing powerful and practical strategies to
generate new growth.
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