Sharkonomics: How to Attack and Defend Your Business in Today's Disruptive Digital Waters

Sharkonomics: How to Attack and Defend Your Business in Today's Disruptive Digital Waters

by Stefan Engeseth

Paperback(2nd Edition)

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Sharks are nature’s most revered and feared killing machines. But if you study the behaviour of sharks, you will learn they are also highly strategic and efficient in the way they survive and thrive in nature’s competitive environment. Inspired by the shark’s evolved (over 420 million years) instincts and strategic moves, this book provides businesses with 10 ways on how to attack the market leaders, and take market share, in your sector.“Move or Die”, “Strike Unpredictably”, “Timing is the Key”, “Spread Panic” – these are some of the key ways to make shark food out of market leaders. Building on the success of the first edition of Sharkonomics (2012), this expanded and updated edition provides an inspiring perspective on competing in business and how companies of any size can create a presence for themselves in their market. “Stefan not only uses the ‘shark’ metaphor but has actually swam in shark waters to absorb the drama of life and death. He describes the attack stratagems of a shark but respects the intended victims enough to show how they can defend themselves. A stimulating read!” — Philip Kotler, Kellogg School of Management, Northwestern University.

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Product Details

ISBN-13: 9789814868259
Publisher: Marshall Cavendish International (Asia)
Publication date: 04/07/2020
Edition description: 2nd Edition
Pages: 208
Product dimensions: 5.38(w) x 8.51(h) x 0.53(d)

About the Author

Stefan Engeseth is one of Europe’s most radical marketing thinkers and consultants. He is the author of One and The Rise of PR and the Fall of Advertising and speaks and lectures regularly around the world.

Table of Contents

Foreword Chris Fallows 15

Preface 17

Introduction 21

Part 1 10 points to attack market leaders

1 Start planning long before your attack 39

2 Don't get stuck in history 47

3 Spread panic 55

4 Do market research the shark way 61

5 Find blind spots to bite 69

6 Strike unpredictably 75

7 Timing is key to successful attacks 85

8 Move or die 91

9 Kill with style 99

10 Write a Sharkonomics "attack list" 105

Part 2 10 points for market leaders to defend themselves from shark attacks

Introduction: Defence 114

1 Develop your defence strategies years before you get attacked 119

2 Never stand still 125

3 Let others spread the buzz 131

4 Don't panic when under shark attack 137

5 Find out where your blind spots are 141

6 When entering a new market, don't send out press releases too early 147

7 Sharks will not attack you if there is an easier target around 151

8 Don't act like a victim 155

9 Attack is good defence 159

10 Develop better escape tactics than the hunter 163

Part 3 5 points to optimize sharkonomics

Introduction: Read, swim, and bite hard 170

1 Fat and happy vs. Digitalize or die 173

2 The value of business speed 177

3 Below the surface (what's in the water?) 183

4 Sharkonomics management tool 191

5 ? ? ? 195

Mother Nature's endword 198

Acknowledgments 200

Notes 202

Recommended reading 205

About the author 206

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