Tales From The Marketplace

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Overview

'Tales from the Marketplace: Stories of Revolution, Reinvention and Renewal' is a highly innovative approach to building an understanding of the realities of market-led strategic change in companies. It provides an engaging, honest, and effective understanding of real market strategy in major organizations by focussing on the forces behind value-driven strategy.

Nigel Piercy provides new and incisive insights into strategy and marketing through business "stories" that are contemporary and provocative. These new "stories" depict how major organizations have experienced revolution in their traditional markets - created by new types of competitors with new business models. The search for superior value is overtaking traditional brand and relationship strategies. The challenge to companies is reinvention and renewal and the alternative is obsolescence and decline. After all, did the major banks really expect to be competing with supermarkets, car companies, Virgin and internet-based companies to provide retail bank services?

The book is based on the author's view that:

· Business is exciting, turbulent and unpredictable - the "stories" we read and study should be too!
· From Dell Computers and easyJet to Amazon.com and Skoda Cars, it is the most innovative companies that have most to teach us about reinvention and new business models
· The inflexible analytical frameworks of the past no longer apply - "stories" of reinvention and renewal show the creative strategies developed by companies to cope with threats and exploit opportunities around them.

'Tales from the Marketplace' is essential, timely and designed to be highly readable for managers. It also provides an innovative approach for undergraduate and MBA level teachers and students, and for participants on executive programmes in marketing and strategic management.

Audience: Present users of Piercy's Market-Led Strategic Change text and users of other key texts; Marketing and Management students at upper level undergraduate and MBA level; Executive students.

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Editorial Reviews

From the Publisher
"This book is really just a bunch of stories and examples". Perhaps that accounts for it being such entertaining reading. Piercy is adamant that this is more than simply a book of case studies, and while it could be productively used for study, he is right. Divided into 'Stories of revolution and reinvention' and 'Stories of obsolescence and renewal' the book profiles 14 internationally renowned brands, such as Levi Jeans, Dell Computers, Skoda Cars, Laura Ashley, Enclopaedia Britannica and Kellogg's Cornflakes. Through these examples the author explores a new era of market-based strategy - in which assumptions are continually challenged, and complacency is rewarded with failure. As Piercy astutely points out, the only principle that strategists can rely on is that there are no principals to reply on.
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Product Details

  • ISBN-13: 9780750642651
  • Publisher: Taylor & Francis
  • Publication date: 6/30/1999
  • Pages: 361
  • Product dimensions: 6.14 (w) x 9.21 (h) x 0.77 (d)

Meet the Author

Nigel F. Piercy BA, MA, PhD, FCIM is Professor of Marketing and Strategy at Warwick Business School in the University of Warwick, UK. He has also been visiting professor at Texas Christian University, the Fuqua School of Business at Duke University in North Carolina, the Columbia Graduate School of Business in New York, and at the University of California, Berkeley. He was previously Professor of Strategic Marketing and Head of the Marketing Group at Cranfield School of Management. For several years he was the Sir Julian Hodge Professor of Marketing and Strategy at Cardiff University. He has managerial experience in retailing and was in business planning with Nycomed Amersham plc. He has extensive experience as a consultant and management workshop speaker and facilitator with many organizations throughout the world, specializing in the issues of market strategy planning and implementation. Recent client companies have included: KPMG, British Telecom, Allied Dunbar, Ford Cellular, AT&T, Honeywell, AIB Group, ICL, IMI, Scottish Widows, AMEY, Novar, Yellow Pages, and other smaller companies. He has worked with managers and management students in the UK, Europe, the USA, the Far East, and South Africa. He has been a Vice Chair of the American Marketing Association’s Marketing Strategy Special Interest Group, and a Vice Chair with the Academy of Marketing Science. His research interests span several areas related to the development of marketing implementation strategy - such as marketing planning and budgeting, internal marketing and marketing organization - and he is currently focusing on a number of projects related to sales organization effectiveness and the sales/marketing interface. Professor Piercy has published sixteen books and has some 200 articles and papers in the management literature throughout the world. Among other awards and prizes, he was the UK Marketing Author of the Year for three years, and has published papers in the Journal of Market

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Table of Contents

Preface; Stories and strategies; Why a book of stories for managers?; A new era of market-based strategy; Stories of revolution and reinvention - British Airways; Dell Computers; New marketing channels; Reinventing the airline business; Treasure island; BT international; Retail banks; Stories of obsolescence and renewal - M&S; Skoda cars; The Body Shop; Kellogg's cornflakes; Laura Ashley; Boots the chemist; WH Smith and John Menzies; Reflections on the stories - Commentaries; Final thoughts: for now..; Index.

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