Competing for Customers and Winning with Value
Breakthrough Strategies for Market Dominance

Reviewer comments

• I would buy this book today.  I also anticipate that I would purchase copies for each of my Practice directors.  This proposal addresses the very issues my management team has been wrestling with for months.  It provides a range of considerations and a systematic process that I believe will be helpful in moving my team forward.  I anticipate that it will be useful today and in future planning cycles.
  
• This provides a systematic “how to” process that can be walked through and applied by business managers.  The work provides tools for measurement, plan development, deployment, and monitoring.
  
• With an understanding and commitment to purchase a copy of this text when published, I petition the authors for permission to immediately share this proposal with my 10 peer managers for internal use only within my firm.
  
• This would be a most useful read and reference for small businesses and small business units who must plan for growth without the benefit of in-house expertise in competitive planning.
  
• I found the discussion on Customer Value vs. Customer Satisfaction particularly helpful.
  
• This is the best-written proposal or manuscript I have reviewed for ASQ.  It is logical and well-organized.

About the Book 

Competition forces differentiation and, in the face of a growing and intensive global competition, firms must learn how to compete effectively.  They must better learn how to create and sustain a differential advantage or relegate themselves to be a mere challenger or worse, a follower.  This is the challenge facing many organizations today.  How does an organization create and deploy a process that makes the organization an effective machine for attracting new customers and holding onto current customers?  How does a business enterprise hardwire a competitive differentiation process into its culture and its way of doing things?  Can a challenger or a follower become a leader?  Can they learn the process of differentiation and incorporate it into their enterprise management?

This book is about competition, effective competition, for customers.  It describes a systematic and disciplined approach, a step-by-step process, for creating and sustaining a differential advantage that can be deployed throughout the various functional and operational areas of the organization.  This process is designed to remove the randomness of crafting effective competitive strategy.  It is a process that is arguably more important than Six Sigma or Lean, and learning how to use this process will make Six Sigma, Lean or any other initiative even more powerful.

Benefits 

This book provides numerous examples of how companies in many different industries have targeted specific market segments with products and services that could be differentiated on the basis of market-perceived value.  The examples demonstrate how these companies have used the voice of the customer to identify value-based opportunities for substantial increases in profitable market share.

Contents

• Introduction
• Chapter 1  Levels and Purposes of Business Planning
• Chapter 2  The Value Advantage
• Chapter 3  Growing Market Share with Value:  Customer Acquisition
• Chapter 4  Growing Market Share with Value:  Customer Retention
• Chapter 5  Choosing Where to Compete
• Chapter 6  What is Your Current Value Proposition?
• Chapter 7  What Do You Want Your Value Proposition to Be?
• Chapter 8  How Do You Manage Your Value Proposition?
• Chapter 9  Linking Competitive Plans to Process Improvements
• Chapter 10  Monitoring Competitive Effectiveness
• Chapter 11  Keys to Effective Deployment of Competitive Plans
• References
• Glossary
• Index