Table of Contents
Preface vii
Introduction: Tilting Downstream 1
Part 1 Your Center of Gravity
1 Finding the New Locus of Competitive Advantage 19
2 Slashing Your Customers' Costs and Risks 47
3 Seizing the Downstream Advantage 69
Part 2 The Perch: Mapping Market Networks
4 Seeing New Value in Your Customers 79
5 Extracting Value from the Big Picture 101
Part 3 The Deep Dive: The Competitive Playing Field Inside the Customer's Mind
6 Scoping Out the Playing Field 123
7 Taking Control of Criteria of Purchase 131
8 Knowing Who Your Competitors Are 157
Part 4 The Bottom Line
9 Busting Myths in the Marketplace Wars 173
10 Understanding Why Downstream Competitive Advantage Is Sustainable 187
11 Tilting Your Strategy and Organization 201
Notes 215
Index 221
About the Author 229