Breaking Compromises: Opportunities for Action in Consumer Markets from the Boston Consulting Group

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A collection of the best and most recent thinking on marketing and branding

Breaking compromises refers to getting beyond the "either/or" scenario customers face, e.g.: If I want to pay less for this product, I'll have to sacrifice quality. Innovative companies expose--or "break"--these compromises and recalibrate the equations between customer and product. Breaking Compromises discloses the most innovative thinking on retailing, including customer retention, branding, ...

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Overview

A collection of the best and most recent thinking on marketing and branding

Breaking compromises refers to getting beyond the "either/or" scenario customers face, e.g.: If I want to pay less for this product, I'll have to sacrifice quality. Innovative companies expose--or "break"--these compromises and recalibrate the equations between customer and product. Breaking Compromises discloses the most innovative thinking on retailing, including customer retention, branding, e-commerce, global markets, and staying ahead of the competition. This groundbreaking compilation features a collection of never-before-published short essays as well as recent articles that, until now, have only been made available to BCG clients.

Michael Silverstein (Chicago, IL) is Senior Vice President and head of the Consumer and Retail practice area of The Boston Consulting Group. George Stalk Jr. (Toronto, Canada) is a Senior Vice President with The Boston Consulting Group, head of BCG's innovation and marketing initiatives, and comanager of BCG's Toronto office.

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Editorial Reviews

Robert A. Eckert
Take this book along on your next business trip. In about the time it takes to jet from New York to Chicago, you will gain fresh, practical insights into today's most challenging consumer goods topics, from e-commerce to globalization.
Steven S Reinemund
Over the past few years, a select group of top CEOs and senior managers of consumer companies have received BCG's Opportunities for Action in Consumer Markets, a monthly series of articles written by members of the firm's consumer goods and retail practice. Now the rest of the business world can benefit from these ideas. Drawn from the consultants' own research and client work, the essays detail how successful companies find ideas, bring together resources to test them, learn from their mistakes, and, ultimately, how they succeed.
EuroBusiness
Branded manufacturers need to refocus on developing new products to fend off consolidating retailers and private labels. Retailers need to uncover the missing link between the company's strategy and its implementation at the frontline to provide the kind of service customers are demanding. The challenge is continuous innovation, which is about ideas and process, not one or the other. The essays in Breaking Compromises speak to the most pressing issues across entire range of consumer businesses today.
Booknews
This volume presents previously-published articles from the Boston Consulting Group's Opportunities for Action in Consumer Markets series. A sampling of topics includes the power of direct store delivery, systematic value creation in retail, marketing, customer retention, managing brands for value, on-line retailing, global markets, and achieving domain expertise. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780471384335
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 4/24/2000
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.27 (w) x 9.33 (h) x 0.91 (d)

Table of Contents

Preface
Acknowledgments
Breaking Compromises 3
Don't Get Trapped in the Skills Gap 8
Make in a Week What You Sell in a Week 12
Price by Design, Not by Default 17
Building Partnerships Through Discovery 22
When to Deconstruct 26
Starting Fresh: Taking a Value Approach to Costs 31
The Power of Direct Store Delivery 35
Reinvigorating the Core: The Retailer's Challenge 45
Capturing the Missing $30 Billion 49
Inner Cities Are the Next Retailing Frontier 52
Levels of the Game in Frequency Marketing 55
A Frontline Without Limits 59
Systematic Value Creation in Retail 63
From Lone Rangers to the New Selling Elite 71
The Research Advantage: The Marketplace Meets Management 75
Give Us Your Tired, Your Poor, Your Neglected Customers 79
To Your Health 83
Segmenting for Innovation 89
Winning a Segment-of-One at a Time 93
Consumer Distemper 97
Customer Retention: Beyond Bribes and Golden Handcuffs 102
One Size Doesn't Fit All 106
Total Brand Management 113
Brand Renaissance 117
The Brandnet Company 121
Experience Your Brand 125
Creating a Flawless Brand Experience 129
The CEO as Total Brand Manager 133
Managing Brands for Value 138
Boom or Bust On-Line 147
Branding on the Internet: Navigating Around the Hype 151
Serving the E-Generation 155
Myths and Realities of On-Line Retailing 158
Winning on the Net: Can Brick-and-Mortar Retailers Succeed on the Internet? 162
Global Conquistadors 173
Meeting the Local Challenge in China 176
The Uncompromising Asian Organization 181
Rediscovering the Asian Promise 187
Believing in Growth 193
The Paradox of Success 196
Achieving Domain Expertise 199
Seeds of Destruction 203
Manage Your Value 211
Six Challenges for the New Millennium 217
Index 223
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted June 2, 2001

    Lots of Valuable Best Practices and Mini Case Histories!

    The essays in this book were originally published over the last 10 years and present many coordinated perspectives on key consumer issues. In some consumer products and service companies, the functional silos argue over what to do and reach internal compromises that ignore providing customers, purchasers, and consumers with what they want. You would have to work in a dozen companies over a number of years to capture all of the useful observations in these essays. I found the work to be solid except for an emphasis on overly coordinating brand activities within a sector, and perhaps a little too much of a focus on the financial value of all this. The sections cover Operating Efficiency, Retailing, Marketing and Selling, the Consumer, the Brand, E-Commerce, Global Markets, and Staying Ahead. I thought that the best sections were the first four. My favorite essays were: Don't Get Trapped in the Skills Gap; Make in a Week What You Sell in a Week; Price by Design; The Power of Direct Store Delivery; Inner Cities Are the Next Retailing Frontier; Levels of the Game in Frequency Marketing; The Research Advantage; Winning a Segment-of-One at a Time; Customer Retention; One Size Doesn't Fit All; Total Brand Management; Winning on the Net; Meeting the Local Challenge in China; The Paradox of Success. Whenever we address basic consumer issues, we should all be sure to remember the bad experiences we have every day: The line that doesn't move for 15 minutes; the person who cannot help you; the endless telephone menus; on-line help menus that don't help; and out of stocks. And that's before we get to rude and annoying service. It is easy to forget how bad things are. I recently went to a seminar where the panelists discussed how they spent their time waiting for slow Web pages to load. If you are in a consumer products or services company, at least one of these essays will immediately improve your business. Only you will know which one! Go beyond hitting budgets to building purchases and experiences that consumers look forward to! Donald Mitchell, co-author of The Irresistible Growth Enterprise and The 2,000 Percent Solution

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