2. Strategic Market Management By David A. Aaker Vice-Chairman, Prophet Professor Emeritus, University of California at Berkeley 3. Copyright2005 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in Section 117 of the 1976 United States Copyright Act without the express written permission of the copyright owner is unlawful. Requests for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her own use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages, caused by the use of these programs or from the use of the information contained herein. Part One Introduction and Overview 4. Business Strategy: The Concept and Trends inIts Management Chapter One 5. Plans are nothing, planning is everything. -Dwight D. Eisenhower 6. Even if you are on the right track, youll get run over if you just sit there. -Will Rodgers 7. Where absolute superiority is not attainable, you must produce a relative one at the decisive point by making skillful use of what you have. -Karl von Clausewitz,On War, 1832 8. What is a Business Strategy?
9. A Business Strategy Where to Compete The product-market investment decision How to Compete Value Assets & Function area proposition competencies strategies and programs Figure 1.1 A Business Strategy 10. The Product-Market Investment Strategy
11. The Customer Value Proposition
12. Customer Value Proposition Examples
13. Assets and Competencies
14. Functional Strategies and Programs
15. Strategic Options
16. Strategic Market Management: A Historical Perspective
17. Characteristics and Trends
18. Why Strategic Market Management?
19. Key Learnings
20. 21. Ancillary Slides 22. It isnt that they cant see the solution, its that they cant see the problem. - G. K. Chesterton 23. Experience, to most men, is like the stern lights of a ship, which illuminate only the track it has passed. - Samuel Coleridge 24. What is Strategy? 25. Strategy is a framework which guides those choices that determine the nature and direction of an organization. -Benjamin B. Tregoe & John W. Zimmerman Top Management Strategy 26. Strategy is the creation of a unique and valuable position, involving a different set of activities. -Michael Porter What is Strategy? Harvard Business Review 27. In terms of the three key players (competitors, customers, company) strategy is defined as the way in which a corporation endeavors to differentiate itself positively from its competitors, using its relative corporate strengths to better satisfy customer needs. -Kenichi Ohmae The Mind of the Strategist 28. Four dimensions define a business strategy: the product-market investment strategy, the customer value proposition, assets and competencies, and functional strategies and programs. The first specifies where to compete, and the remaining three indicate how to compete to win. -David Aaker Strategic Market Management 29. Exercise
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