Download Creative Cost-Benefits Reinvention: How to Reverse by Christian Dussart (auth.) PDF

By Christian Dussart (auth.)

Using concrete examples this ebook places the commoditization phenomenon less than the microscope, laying out an financial research, via ideas and strategic recommendations.

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Extra info for Creative Cost-Benefits Reinvention: How to Reverse Commoditization Hell in the Age of Customer Capitalism

Example text

The only difference, a huge one, was price: the new competitors’ products were much more affordable. Slowly but surely, these rivals gained market share points. Heidelberg had a hard time adapting internally and externally. They were so sure of their technical superiority. The CEO quickly realized that Heidelberg 22 Creative Cost-Benefits Reinvention was in reactive mode and would have to fight commoditization. The CEO initiated a radical change in attitudes and practices among all employees. The move has been extremely painful.

At any rate, this spontaneous statement remains highly pertinent today. A few years ago, Andrea Jung, then Avon’s CEO, confirmed this premonition and translated it into business language by applying it to her own sector: “The game of beauty is changing so much. If your product isn’t high tech or can’t make a unique performance claim—plump your lips, reduce your lines, look glossy, and stay on for 24 hours—you can’t go to market today. I am not just talking about a $20 lipstick, but a $5 lipstick!

At any rate, this spontaneous statement remains highly pertinent today. A few years ago, Andrea Jung, then Avon’s CEO, confirmed this premonition and translated it into business language by applying it to her own sector: “The game of beauty is changing so much. If your product isn’t high tech or can’t make a unique performance claim—plump your lips, reduce your lines, look glossy, and stay on for 24 hours—you can’t go to market today. I am not just talking about a $20 lipstick, but a $5 lipstick!

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