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基本説明
Illustrated with examples from a host of blue chip companies such as Citibank, Ryan Air, T-Mobile, Siemens, Pfizer, IBM, Sanofi-Aventis, Schering, TUI, Nestlé, Procter&Gamble, etc.
Full Description
Conventional business strategies tell you that differentiation, the right positioning, and defining your superior edge will turn you into the 'best player' in your market - but this is wrong. The Impossible Advantage reveals that success can be achieved by changing the market in which you operate, rather than trying to beat the competition. The authors illustrate that the biggest, most spectacular and groundbreaking business success stories feature companies that make the rules - instead of just following them. The best companies seem to know how to break, change, or reinvent the rules of the market that everyone else follows. This book:
Will help you to break through to an entirely new level of thinking: winning the game by changing the rules in your own favour.
Explains that you don't need a technological breakthrough, product innovation or a massive marketing budget to change the rules of the competition.
Shows you that you can become a 'game changer' and gain a seemingly 'impossible' advantage even over far larger competitors, no matter how large your market or how small your segment is.
Introduces you to four compelling 'Game Changing Strategies' that work for managers from any industry or business sector.
For more information on The Impossible Advantage, go to the official website: http://www.impossible-advantage.com
Contents
About the Authors ix
Foreword xi
The Surprising Limitation of the World's Number One Business Strategy 1
Why There Are Limits to the Power of Positioning 1
The Rule Maker's 'Impossible' Advantage 3
Game Changing Strategies Start Where Positioning Stops 4
Six Prejudices to Ignore 5
It's Time to Think Radically about Growth 7
Someone Committed to Breaking All the Rules 7
Games as a Strategic Model 14
Four Classical Game Strategies 22
Wanted: A 'Highly Infectious' Game Changing Idea 26
Our Plea for Free, Open and Radical Thinking 31
First Game Strategy: Redefining the Measures of Performance 35
Influence the Criteria of the 'Customer Jury' 38
How to Make Stronger Opponents Play Your Game 42
Attack on an 'Invincible' Market Leader 48
Surprising Escape from a Price War 53
How Global Power Players Rule the Game 59
The Essentials in Overview 63
Second Game Strategy: Reshaping the Market Landscape 67
How Market Structures 'Regulate' the Competitive Game 68
Balancing Act Between Flop and Global Success 71
Outfoxing a Negative Trend in the Market 77
How to Conquer 'Impossible' Market Potential 82
The Law of the Self-Fulfilling Prophecy 89
Change the World with a Radical Idea 93
The Essentials in Overview 98
Third Game Strategy: Restaging the Competitive Confrontation 101
What are 'Game Patterns' and How Can You Use Them? 103
'Staging' the Competitive Confrontation - Hollywood-Style 108
Lessons Learned from Political Campaigns 115
Breaking Free from a Negative Role Pattern 119
Moving out of the Shadows into the Limelight 125
Turning the Tide of an Almost-Lost Battle 133
The Essentials in Overview 136
Fourth Game Strategy: Taking the Game to the Next Level 139
Taking the Game to the Next Level What Does That Mean? 143
Old 'Top Dogs' Can Become Terribly Short Sighted 147
Why It Takes so Little to Control a Category's Evolution! 151
Courageously Slay the Sacred Cows! 154
Take the Lead When a Value Shift Hits the Market 157
When the Market Needs a Complete Overhaul 162
Radical Visions and Their Pitfalls 167
The Essentials in Overview 169
How Your Business Can Profit From Game Strategy 173
1. Explore the 'Ideas that Rule the Market' 174
2. Nothing Can Beat a 'Game Changing Idea' 176
3. Game Changers Can Take a Certain Degree of Control in the Market - and over Their Competitors 178
4. Game Strategy as a 'Behavior Changing' Instrument 180
5. Finally Game Strategy Is a Truly 'Democratic' Tool 183
The Five Steps to Game Strategy 184
It's Time to Explore Your Own Game Changing Opportunities 192
After the Game 195
Postscript: How Game Strategy Differs From Game Theory 197
Thanks! 201
Index 203
