Competitive Advantage of Customer Centricity (eBook)
XV, 330 Seiten
Springer Singapore (Verlag)
978-981-10-4442-7 (ISBN)
This book presents strategies that put the customer at the center of an enterprise. It elaborates on the reasons for viewing customers as assets that a firm needs to acquire, develop and cultivate in order to generate profitable relationships, and champions customer profitability as the metric for measuring business performance. Further, it advocates the need to provide solutions to customers' requirements with bundles of products and services. It broadens the definition of customer value beyond tangible benefits and price to include both tangible and intangible benefits and total ownership costs, while embracing a variety of unique customer needs.
The book highlights the value of business planning, marketing and sales mechanisms and changing employee behavior to create lifelong, high-value profitable customer relationships that satisfy the customer's needs. Competitive Advantage of Customer Centricity maps a new journey that entire organizations must undertake in order to achieve these lucrative goals.
Dr. Parniangtong is President of CMBT, Strategy and Management Consulting Co. Ltd. His expertise is in competitive strategy formulation, strategy execution, and supply chain management. He also serves as Adjunct Professor at Thammasart University where he is actively addressing issues in the field of Competitive Strategy & Strategy Implementation. Over the past decade, he served as Strategy & Management Professor at Sasin Graduate Institute of Business Administration of Chulalongkorn University where he held Department Head and Administrative Positions, taught and conducted research in the areas of strategic management. He has over 20 years of consulting and work experience with international consulting firms in the USA, prior to coming back to Thailand in 2001.
He is a certified board member and serves as Chairman of the Compensation and Nomination Committee, Independent Board Member, and Member of the Audit Committee for PM Thoresen Asia Holdings Public Co. Ltd., and Patum Rice Mill and Granary Public Company Limited (Stock Exchange of Thailand-Listed companies).
He serves as strategy advisor to several SET-Listed companies in the consumer product, financial, retailing, and energy industry, and for the Royal Thai Government.
While living in the USA, where he spent almost 30 years, Dr. Sathit worked for Booz, Allen & Hamilton, and AT Kearney, where he managed consulting assignments in strategic management and operational improvements for General Motors, Inland Steel, USAir, Northwest Airline, Lucent Technology, The Department of Transportation, and The Federal Aviation Administration. He also managed oversea consulting projects in Europe, Asia and Latin America. Prior to his consulting career, he held corporate positions at American Airlines and Baxter. He also served as adjunct professor at George Washington University and University of Texas-Arlington.
Sathit has a PhD in Operations Management and Finance, Master's and Bachelor's degree in Industrial Engineering, all from the University of Wisconsin--Milwaukee.
This book presents strategies that put the customer at the center of an enterprise. It elaborates on the reasons for viewing customers as assets that a firm needs to acquire, develop and cultivate in order to generate profitable relationships, and champions customer profitability as the metric for measuring business performance. Further, it advocates the need to provide solutions to customers' requirements with bundles of products and services. It broadens the definition of customer value beyond tangible benefits and price to include both tangible and intangible benefits and total ownership costs, while embracing a variety of unique customer needs. The book highlights the value of business planning, marketing and sales mechanisms and changing employee behavior to create lifelong, high-value profitable customer relationships that satisfy the customer s needs. Competitive Advantage of Customer Centricity maps a new journey that entire organizations must undertake in order to achieve these lucrative goals.
Dr. Parniangtong is President of CMBT, Strategy and Management Consulting Co. Ltd. His expertise is in competitive strategy formulation, strategy execution, and supply chain management. He also serves as Adjunct Professor at Thammasart University where he is actively addressing issues in the field of Competitive Strategy & Strategy Implementation. Over the past decade, he served as Strategy & Management Professor at Sasin Graduate Institute of Business Administration of Chulalongkorn University where he held Department Head and Administrative Positions, taught and conducted research in the areas of strategic management. He has over 20 years of consulting and work experience with international consulting firms in the USA, prior to coming back to Thailand in 2001. He is a certified board member and serves as Chairman of the Compensation and Nomination Committee, Independent Board Member, and Member of the Audit Committee for PM Thoresen Asia Holdings Public Co. Ltd., and Patum Rice Mill and Granary Public Company Limited (Stock Exchange of Thailand-Listed companies). He serves as strategy advisor to several SET-Listed companies in the consumer product, financial, retailing, and energy industry, and for the Royal Thai Government. While living in the USA, where he spent almost 30 years, Dr. Sathit worked for Booz, Allen & Hamilton, and AT Kearney, where he managed consulting assignments in strategic management and operational improvements for General Motors, Inland Steel, USAir, Northwest Airline, Lucent Technology, The Department of Transportation, and The Federal Aviation Administration. He also managed oversea consulting projects in Europe, Asia and Latin America. Prior to his consulting career, he held corporate positions at American Airlines and Baxter. He also served as adjunct professor at George Washington University and University of Texas—Arlington. Sathit has a PhD in Operations Management and Finance, Master’s and Bachelor’s degree in Industrial Engineering, all from the University of Wisconsin--Milwaukee.
Preface 6
Acknowledgment 10
Contents 12
About the Author 15
1: Gaining Sustainable Competitive Advantage 16
1.1 Economic Value Creation 18
1.2 Competitive Advantage and Added-Value Creation 21
1.3 Creating and Capturing Superior Value 23
1.4 Sustaining Superiority 28
1.5 Substitutability of Technological Innovations 31
1.6 Summary 33
2: Strategy: Roadmap for Market Leadership 34
2.1 Business Strategy 37
2.2 Ways to Compete 40
2.3 In Search of Sources of Superior Profit 43
2.4 Historical Perspective of Business Strategic Thinking 48
2.5 Internally Focused Strategic Thinking on Business 49
2.5.1 Generic Strategy Model 51
2.5.2 Resource-Based Model of Strategic Thinking 53
2.5.3 Activity-Based Model of Strategic Thinking 58
2.6 Externally Focused Strategic Thinking on Business 60
2.6.1 Demand and Supply 61
2.6.2 Five-Forces Model 63
2.6.3 Diamond Model 65
2.6.4 Value-Net Model 66
2.7 Growth Strategy 68
2.7.1 Ways to Successfully Grow Businesses 70
2.8 Dynamic View of Strategy: Maneuvering Competitive Business Games 76
2.9 Summary 83
3: Problem-Solving Approach to Business Strategy 84
3.1 Thinking Strategically 85
3.2 Business Problem-Solving 86
3.2.1 Structured Problem-Solving Approach 88
3.2.2 Building Strategic Solutions 95
3.2.3 Assembling Strategic Theme as Strategic Solution 96
3.3 Summary 102
4: Customer-Centric Thinking 103
4.1 The Strategic Thinking of Customer Centricity 104
4.2 Customers as Assets 110
4.3 Customers as Units of Measurement 112
4.4 Customer Profitability and Lifetime Value 113
4.5 Customer Value Creation 116
4.6 Meeting a Variety of Customer Needs 122
4.7 Summary 125
5: Formulating Customer-Driven Strategy 126
5.1 Customer-Driven Strategy Formulation 128
5.2 Customer Selection 129
5.3 Customer-Value Proposition 132
5.4 Business Model 143
5.4.1 Generic Types of Business Models 145
5.4.2 Designing a ‘Good’ Business Model 152
5.5 Scope of Activity and Business Operations Realignment 153
5.6 Translating Strategy into Action 155
5.7 Managing the Tensions of Customer-Driven Strategy 156
5.8 Summary 172
6: Customer Centricity—A Marketing Perspective 173
6.1 Managing Customer Acquisition 175
6.2 Managing Customer Satisfaction 177
6.2.1 Measuring Customer Satisfaction 182
6.3 Managing Customer Loyalty 184
6.4 Managing Customer Equity 188
6.5 Summary 194
7: The Change Journey Toward Customer Centricity 195
7.1 Customer Strategy 198
7.2 Key Business Processes 207
7.3 Customer-Centric Information Systems 211
7.4 People and Their Governance 211
7.5 Summary 216
8: Using Collaboration to Create Added-Value for End Customers 217
8.1 The Nature of Supply Chains Today 218
8.2 The Added Value of Supply Chain Management 220
8.3 Achieving a Superior Supply-Chain Value Creation 222
8.4 Internal Business Process Realignment 225
8.5 Supply-Chain Collaboration 232
8.6 Supply-Chain Integration 238
8.7 Towards Supply-Chain Synchronization 245
8.8 Sustainability of Supply-Chain Competitive Advantage 246
8.9 Summary 250
9: Gaining the Edge Through Product-Delivery Services 251
9.1 Bundling Products and Services 252
9.2 Customer-Driven Product-Delivery Services 254
9.3 Revenue Enhancement 257
9.4 Matching Customer Needs While Reducing Costs 258
9.4.1 Step I: Segment Customers by Service Needs 259
9.4.2 Step II: Designing Service for Each Segment 261
9.4.3 Step III: Reconfigure Product-Delivery Operations 263
9.5 Efficiently Serving Customers with Outsourcing 267
9.6 Potential Areas for Outsourcing Product-Delivery Services 271
9.7 Summary 286
10: Embracing Customers’ Diverse Needs 288
10.1 Product-Design Proliferation 290
10.2 Dealing with the Complexity of Product Proliferation 291
10.3 Supply-Chain Designs 295
10.4 Designs for Postponement 298
10.5 The Value of Implementing Postponement 307
10.6 Economic Package and Transportation 308
10.7 Summary 309
Index 310
| Erscheint lt. Verlag | 5.6.2017 |
|---|---|
| Reihe/Serie | Management for Professionals | Management for Professionals |
| Zusatzinfo | XV, 330 p. 140 illus., 35 illus. in color. |
| Verlagsort | Singapore |
| Sprache | englisch |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| Schlagworte | Customer Centricity • Customer needs • customer profitability • Customer Relationships • Customer Value |
| ISBN-10 | 981-10-4442-2 / 9811044422 |
| ISBN-13 | 978-981-10-4442-7 / 9789811044427 |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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