Ryans / More / Barclay Winning Market Leadership

Strategic Market Planning for Technology-Driven Businesses
Erscheinungsjahr 2015
ISBN: 978-0-470-15839-5
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 324 Seiten, E-Book

Strategic market planning in technology-intensive businesses ismore complex and is less manageable than in most otherorganizations. The technology-driven business environment isintensely competitive, complex, and dynamic, and planning needs tobe done quickly and often.
Winning Market Leadership offers a refreshing newapproach to strategic market planning in these very demandingtechnology-intensive markets. It provides a systematic and highlyintegrated process for evaluating market opportunities and fordeveloping strategies to lead in chosen markets. Its proven, highlypractical approach to strategic market planning has allowed leadingcompanies worldwide to: plan faster, focus on cash-flow andprofitability, create "living plans" that reflect changing marketconditions and competitive dynamics, involve cross-functional teamseffectively, and drive to "yes/no" decisions. The book resultedfrom project-based executive programs developed by the authors forcorporate clients such as IBM, Nortel Networks, NationalSemiconductor, and General Electric. This strategic market planningprocess has been refined and tested with over a thousand managersand executives in North America, Europe, and Asia. Winning MarketLeadership:
* Is targeted at managers in technology-intensive businesses suchas computers, telecommunications, software, biotechnology,semiconductors, instruments, pharmaceuticals, and advancedmaterials.
* Focuses on the key issues and tough choices faced by executivesin very demanding technology-intensive markets.
* Outlines a clear 10-step process for building winning marketplans, including: identifying opportunities, understanding thecompetition, managing critical relationships, understanding theprofit dynamic, and more.
* Features examples from high-tech companies such as Intel,Compaq, Hewlett-Packard, Glaxo Wellcome, and General Electric.
* Includes "Key Questions for Executives and Managers" at the endof each chapter that help eliminate "blind spots" in the planningprocess.
Winning Market Leadership is relevant to all executivesand managers who play a significant role in developingcross-functional strategic market plans for their business: generalmanagers; marketing managers; strategic planners; managers inbusiness development, engineering, and R&D; and project teamleaders.

Autoren/Hrsg.

Ryans, Adrian

More, Roger

Barclay, Donald

Deutscher, Terry

Über Autor(innen)

The authors are on the faculty of the Richard Ivey School ofBusiness at The University of Western Ontario, Canada'sleading business school. They have worked as a team on school andprivate consulting initiatives for over a decade.
Adrian B. Ryans is Professor of Business Administration.He has served as Dean and Director of Executive Education, and hasalso taught at Stanford, INSEAD, and IMD. He has served as amarketing strategy and management development consultant to anumber of leading companies around the world, including GeneralElectric, Hewlett-Packard, Nortel Networks, IBM, Varian, Fluke, andNational Semiconductor. He currently directs the AmericanElectronics Association/Ivey Executive Marketing Program forexecutives in high-technology companies.
Roger A. More is Associate Professor of BusinessAdministration and former Hewlett-Packard Professor of Marketingand New Technology. He has been a professor at the Harvard BusinessSchool, and taught at INSEAD and Penn State. A professionalengineer and marketing planning and strategy consultant, hisclients include General Electric, Nortel Networks, DuPont,Hewlett-Packard, Uddeholm Steel, and ICI.
Donald W. Barclay is George and Mary Turnbull Professor.He teaches Marketing Management and Sales Management and isDirector, Marketing Management Program at Ivey. He has also taughtat Thunderbird and at Memorial University, Newfoundland. Formerlywith IBM in sales and national account positions, he now consultsto clients such as 3M, Novartis, and the Royal Bank of Canada.
Terry H. Deutscher is Professor of BusinessAdministration. During his time at the School, he has served asAssociate Dean, Director of Research, and founding director ofIvey's Executive MBA Program via video-conferencing. He hasalso held appointments at Cornell University, Ohio StateUniversity, the University of British Columbia, and IMD. Hisconsulting clients include IBM, General Electric, Nortel Networks,Philips, and ICI.