Fred Crawford: The Myth of Excellence

Cover: 9780609810019 | The Myth of Excellence | Fred Crawford (u. a.) | Taschenbuch | 2003

Rückseite: 9780609810019 | The Myth of Excellence | Fred Crawford (u. a.) | Taschenbuch | 2003

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Sprache: Englisch

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Beschreibung

Ex•cel•lence (n.) 1. The clearly false and destructive theory that a company ought to be great at everything it does. 2. A mistaken goal in which the predictable outcome is that the company ends up world-class at nothing—not well-differentiated and therefore not thought of by consumers at the moment of need.

Based on exhaustive research, The Myth of Excellence provides conclusive evidence of the futility of trying to be excellent in all aspects of a commercial transaction—price, product, access, experience, and service. Instead, the strategy for your products and services should be to dominate on one element, differentiate on a second, and be at industry par (i.e., average) on the rest. Yes, it is okay to be average as long as your customers know specifically where and how you are superior and world-class.

Über den Autor

FRED CRAWFORD is executive vice president and global sector leader of Cap Gemini Ernst & Young's consumer products, retail, and distribution consulting practice. From his base in New York City he travels the globe working with senior executives on how to reach today's elusive consumer.

RYAN MATHEWS is a principal at FirstMatter LLC, a leading futurist firm that works with companies such as Procter & Gamble, Unilever, Grey Advertising, General Motors, Georgia-Pacific, and Coca-Cola to anticipate the trends shaping corporate America, global business, and e-commerce.

Details

Erscheinungsjahr:	2003
Fachbereich:	Betriebswirtschaft
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9780609810019
ISBN-10:	0609810014
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Crawford, Fred Mathews, Ryan
Hersteller:	Crown
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	203 x 132 x 15 mm
Von/Mit:	Fred Crawford (u. a.)
Erscheinungsdatum:	27.05.2003
Gewicht:	0,309 kg