Positioning for professionals how professional knowledge firms can differentiate their way to success
It's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies,...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. :
Wiley
c2010.
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| Edición: | 1st edition |
| Colección: | Wiley advisor.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628428606719 |
Tabla de Contenidos:
- Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success; Contents; Introduction; Chapter 1: Size Is Not a Strategy; Chapter 2: How and Why Brands Become Homogenized; Chapter 3: The Mature Company's Identity Crisis; Chapter 4: Expanding Your Business By Narrowing Your Focus; Chapter 5: Positioning as the Centerpiece of Business Strategy; Chapter 6: Building Brand Boundaries; Chapter 7: Validating Your Value Proposition; Chapter 8: Without Execution, There Is No Strategy; Chapter 9: Getting Paid for Creating Value
- Chapter 10: A New and Better Way to Price Professional ServicesAppendix A: The Before-and-After Survey; Appendix B: More Ways to Differentiate Your Brand; Appendix C: Indicators of the Firm's Success; Notes; About the Author; Index
