Winning through Platforms : How to Succeed When Every Competitor Has One (American Marketing Association)

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Winning through Platforms : How to Succeed When Every Competitor Has One (American Marketing Association)

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 376 p.
  • 言語 ENG
  • 商品コード 9781804553015
  • DDC分類 658.872

Full Description

Winning through Platforms achieved #1 bestseller status, and is a Best Business Book Awards winner for 2024. It is your new go-to guide for modern competitive advantage.

Digital platforms are no longer for just the tech elite. They're spreading to every company and industry, powered by the growth of customer sensors, streaming data, and artificial intelligence—lighting the valuable customer Use journey that was formerly dark.

How will you succeed when your markets get platform-crowded? Three senior advisers to the world's leading technology companies reveal how to win through platforms when every competitor has one.

Winning Through Platforms decodes growth moves from a decade of platform competition, communicates them through a platform playbook. It's a treasure trove of 24 proven platform strategies—such as customer coalition design, in-use enrichment, AI branding, and much more. These playbook strategies are delivered through engaging stories of over 50 companies, plus proprietary frameworks and workshop-style questions that lead you to act.

This game-changing playbook will teach you how to:

Revitalize your business through strategic use of platforms
Design platforms that are compelling to customers and hard for competitors to match
Accelerate in-market growth through brand-and-demand excellence that spans your customer's entire platform journey
Innovate in high-impact benefit areas to differentiate your platform
Elevate your customer's personal platform experience
Transform your enterprise and operations to drive superior performance

Every CEO, innovator, go-to-market leader, and aspiring professional will gain valuable insight through this book. Whether your company is just starting on its first platform journey or is a born platform disruptor, this book will transform your ability to win.

Learn the platform playbook. Find and apply your plays.

This book forms part of the American Marketing Association (AMA) leadership series.

Contents

Foreword; David Aaker

INTRODUCTION

Winning through Platforms

Light the Dark

Learn the Playbook, Find Your Plays

New Rules, New Mindsets

Your Journey Begins

THE PLATFORM PLAYBOOK

Strategic Advantage and the Kaleidoscope

Part One: Portfolio Plays

Chapter 1.1. Optimal Platform Role(s)

Part Two: Design Plays

Chapter 2.1. Customer Coalition Edge

Chapter 2.2. Pivotal Persona Value

Chapter 2.3. Platform-Wide Differentiators

Chapter 2.4. Magnetic Offer Architecture

In-Market Advantage and the Bee

Part Three: Demand Plays

Chapter 3.1. Brand-Demand Lead Engine

Chapter 3.2. Lead-to-Sale Smoothing

Chapter 3.3. Success to Momentum

Chapter 3.4. In-Use Enrichment

Chapter 3.5. Catalytic Community

Chapter 3.6. Customer Renewal and Expansion

Part Four: Innovation Plays

Chapter 4.1. Reimagined Flows

Chapter 4.2. Richer Ecosystems

Chapter 4.3. Better Data Deal

Chapter 4.4. Brands Get Brains

Chapter 4.5. Reality Shifts

Chapter 4.6. Visibility for Good

Alignment Advantage and the Synchronized Swimmer

Part Five: Interaction Plays

Chapter 5.1. Full Journey Engagement

Chapter 5.2. Dynamic Segmentation

Chapter 5.3. Agile Content

Chapter 5.4. Adaptive Innovation

Part Six: Transformation Plays

Chapter 6.1. Enterprise Body, Mind & Soul

Chapter 6.2. Collaborative Go to Market

Chapter 6.3. Growth Operations

ACTION

Transformative Leadership

Company Leadership

Key Function Leadership

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