Marketbusters: 40 Strategic Moves That Drive Exceptional Business Growth

    By Rita Gunther Mc Grath, Ian C Mac Millan
Robust methods to identify new growth opportunities
YOUR SHAREHOLDERS DEMAND growth; your company needs growth; and your career can suffer or soar because of how you drive growthor don t. While executives often talk about their great growth plans, very few of these plans actually deliver real gains in growth and profitability. How do some companies manage to beat the odds and bust through the obstacles that make explosive growth so elusive?
In this hands-on guide, Rita Gunther McGrath and Ian C. MacMillan identify powerful strategic moves they call MarketBusters approaches that dramatically reconfigure profit streams in an industry, upend conventional competition, and ultimately deliver blockbuster growth.
Based on insights from an extensive three-year study, McGrath and MacMillan describe forty proven marketbusting moves and outline five overall strategies companies have used to drive new growth:
Change the customer s total experience: Make it simpler, faster, or more beneficial for customers to buy from you
Reconfigure your products and services: Transform your offerings to make them clearly superior to competitors
Redefine your business and associated key metrics: Change how you do business or how your customers do business in ways that dramatically boost performance
Anticipate or exploit industry shifts: Capitalize on changes before competitors do
Create a new market space: Trigger the emergence of a new market
Every marketbusting move is illustrated in practice through vivid company examplesincluding cautionary tales that alert you to potential pitfalls you may encounter. Action-oriented tools and checklists provide concrete guidance in finding opportunities across your own business platform, executing your chosen move successfully, and exploiting new opportunities to maximize their bottomline impact. The book also provides guidelines for avoiding common implementation challenges and for developing the organizational alignment needed to smooth execution.
New opportunities for explosive growth are waiting to be unleashed. "MarketBusters" is the field guide you need to develop a reliable, robust approach to fueling continuous, profitable growth.
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    ABOUT THE AUTHOR
Alexander B. van Putten lectures on entrepreneurial management at The Wharton School. He is managing director of Triad Consultants, which consults on strategy and business planning for clients ranging from P+G and MetLife to Bayer. Formerly SVP of Chrysler Capital Realty, he has also built three successful companies revolving around arbitrage and finance. Ian C. MacMillan is Dhirubhai Ambani Professor of Innovation and Entrepreneurship, Professor of Management, and Director of the Sol C. Snider Entrepreneurial Research Center at Wharton. His areas of research include new venture management, entrepreneurship, and strategic management.

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ISBN 9781422171790
Language English
Publish Date 02/16/2005
Publisher Harvard Business Review Press

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