2020年11月25日 11:52 PM #5927Thomas Sullivanゲスト
How Companies Become Unstoppable Market Forces
by Ron Ricci, John Volkmann
- Format: hardcover, 224 pages
- ISBN: 9781578515226 (157851522X)
- Author: Ron Ricci, John Volkmann
- Language: english
- Release date: October 22, 2002
- Publisher: Harvard Business Review Press
- Genres: business
About The Book
“In this book, marketing and communications experts Ron Ricci and John Volkmann argue that the unique features of digital products — and of consumer goods that contain digital components — force customers to consider the viability of the company behind the solution to their problems. Picking a losing company could mean getting stuck with products that can’t be upgraded or services that can’t be extended. So customers buy from the company that they believe will be the long-term — indeed, the inevitable — winner. They buy from the company that has what the authors call momentum.” More than sheer motion, momentum is mass, speed, and direction, combined in a value proposition so compelling that all constituents in a given marketplace believe it — and want to go with it. Ricci and Volkmann provide a practical formula — borrowed from the world of physics and proven in the marketplace — for how companies build and sustain momentum. Drawing upon their intensive study of 20,000 consumer and corporate buyers, the authors also reveal the “six forces of digital differentiation” that characterize “inevitable” market winners in the customer’s mind.
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