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All the Right Moves: A Guide to Crafting Breakthrough Strategy (Anglais) Relié – 7 octobre 1999

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Constantinos Markides contends that the essence of business strategy is to allow a company to create and exploit a unique strategic position in its industry. To do so, the company must make clear and explicit choices based on the answers to three difficult questions: Who should I target as customers? What products or services should I offer them? How should I do this in an efficient way? Any company engaged in strategy making must raise these questions, identify possible answers, and then choose what to do and what not to do. The objective should be to come up with ideas that differentiate the firm from its competitors - and thus stake out a unique strategic position. In "All the Right Moves", a highly practical handbook on the fundamentals of strategy, Markides helps managers zero in on the critical choices that lie at the heart of all innovative strategies. More important, Markides argues that even the best of strategies have a limited life. It is not enough to develop a unique strategic position or to improve the existing one. Companies must continually create and colonize new strategic positions, a difficult if not impossible task for many established firms. Markides explains how to overcome the obstacles to innovation so that even well-established companies can innovate by breaking the rules of the game. "All the Right Moves" reveals how creative thinking leads to strategic innovation - the 'breakthroughs' that separate winning strategists from also-rans. Markides approaches strategic thinking as a creative process in which examining an issue from a variety of angles often proves more productive than merely gathering data, and experimenting with new ideas can be more effective than conducting much scientific analysis. He poses key questions for readers to ask as he guides them through a step-by-step framework for developing their strategic thinking skills. In a refreshingly clear and practical approach, "All the Right Moves" offers concrete advice for thinking

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In every industry, there are several viable positions that a company can occupy. Lire la première page
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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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36 internautes sur 37 ont trouvé ce commentaire utile 
Exploration...Discovery...Conquest 6 août 2000
Par Robert Morris - Publié sur Amazon.com
Format: Relié
Markides provides a cohesive and comprehensive guide to crafting breakthrough strategy for ANY organization. The basic premise of his book is that "superior strategy is all about finding and exploiting a unique strategy in the company's business while at the same time searching for new strategic positions on a continuing basis." He organizes his materials as follows:

Part I How to Create a Unique Strategic Position

o How to decide what your business is
o How to decide who your customers and what to offer to them
o How to "play the game"
o How to identity and secure strategic assets and capabilities
o How to create the right organization environment
o How to develop a superior strategic position

Part II How to Prepare for Strategic Innovation

o How strategic positions develop
o How to evaluate and respond to strategic innovation
o How to take a dynamic view of strategy

In the final chapter, Markides concedes that "designing a successful strategy is a never-ending quest. Even the most successful companies must continually question the basis of their business and the assumptions underlying their 'formula for success.' (In fact, in one way or another, this is what most successful companies have done to get where they are.). New who/what/how positions are constantly popping up around the mass market, and established companies must be on the lookout for them. Like a modern-day Christopher Columbus, each company must set out to explore its industry's evolving terrain, searching for new and unexploited strategic positions." That's the "what."

In this brilliant book, Markides explains HOW.
16 internautes sur 17 ont trouvé ce commentaire utile 
A thought provoking guide to What is Strategy? 14 mars 2000
Par Michael S. Gary - Publié sur Amazon.com
Format: Relié
All the Right Moves grapples with the issues which form the essence of the strategic management field. Professor Markides provides readers with a landscape for strategy which covers: 1) positioning, 2) business system interdependence, and 3) dynamics of competition. Positioning is recouched in an easy to understand and apply framework based on a new Who-What-How combination. An important message is that positioning is only part of the story. Once position is determined, management must coordinate a complex system of interrelated and interdependent activities which typically extend beyond our cognitive limits of bounded rationality. Further, once these activities are coordinated for one position, the firm cannot stand still. Competitive dynamics erode away any advantage over time, and therefore firms must continuously question their positioning . I whole-heartedly recommend this refreshing and thought provoking book to managers and academics alike.
13 internautes sur 14 ont trouvé ce commentaire utile 
A valuable guide to the basics of strategy 8 juin 2000
Par Bill Godfrey - Publié sur Amazon.com
Format: Relié
Markides argues:
"The essence of strategy is to choose the one position that your company will claim as its own. A strategic position is simply the sum of a company's answers to these three questions: Who should I target as customers? What products or services should I offer them? How should I do this? ... Ultimately, strategy is all about making choices, [to achieve] a distinctive strategic position ... The most common source of strategic failure is the failure to make clear and explicit choices in each of these three dimensions."
In itself, the statement is simple, even obvious. But, as he points out, many companies fail to make these explicit choices.
The value of the book lies in how the author works through these propositions. The advice is good common sense, laced with valuable insights. The language is clear and simple. The approach is systemic - the author is as concerned with how all the elements fit together within a dynamic market as with the elements themselves. Each chapter ends with a good summary of the arguments.
Even highly complex and highly dynamic strategies rest on these simple foundations. The book therefore provides both an excellent guide for those new to wrestling with strategy and excellent 'mental furniture' with which to approach more complex formulations.
11 internautes sur 12 ont trouvé ce commentaire utile 
Mindsetting experience 10 mars 2000
Par Marios - Publié sur Amazon.com
Format: Relié
This is a mindsetting book. In strategy one needs to ask the right questions to get the right answers. If you want to know what questions to ask then have a read. This is a well written, excellently structured book that should be on the must list of any manager that is formulating strategy. If you thought defining what is strategy is difficult then what about making decisions on What to offer, Who to target and How to do it. It's this sort of simple revealing answers that one finds in this book. It is simply excellent.
3 internautes sur 3 ont trouvé ce commentaire utile 
The inventor of WHO-WHAT-HOW strategic positioning 3 décembre 2004
Par Peter Leerskov - Publié sur Amazon.com
Format: Relié
Markides is a professor at the London Business School. The basic idea in this excellent strategy book is as follows:

STRATEGIC POSITIONING is simply the sum of a company's answers to three questions:

> WHO should I target as customers?
> WHAT products or services should I offer them?
> HOW can I best deliver these products and services to these customers?

Strategy is all about making tough choices in these three dimensions (who, what, and how). Remember that deciding what NOT to do is just as important as deciding what to do...

The next issue is then to construct the appropriate organizational environment that will support the choices made. Also in this area, Markides contributes with a refreshingly clear and practical approach.

Markides argues that even the best of strategies will only have a limited life. Thus, companies must continually evaluate their performance and position in order to be able to quickly create and colonize new strategic positions. Strategy is a dynamic concept - not static. A very practical approach to innovate strategic thinking is to keep starting the process at different points: who/what/how, who/how/what, what/who/how, what/how/who, how/what/who, how/what/who, and finally how/who/what.

Thus, The marketing philosophy always starts externally at the customer (who?) and works backwards towards solutions (what?), and finally adapts the firm's delivery system (how?). But a strong trend during the last decade has been on the internal perspective on core competences, such as procurement or production. This method means that we start with own unique capabilities in the delivery system (how?), which then is translated into solutions (what?) and finally customers (who?). Radical innovation often is created this way, e.g. the "walkman". In practice of business development, we usually have to work in both directions.

This book is not a dry academic's dusty words. Markides uses a wealth of case stories on strategic positions. Being a Dane, I find it very nice indeed that the companies cited often are of European origin.

Nirmalya Kumar's brilliant book "Marketing as Strategy" (2004) expands on Markides' ideas in this book. They both are indebted to professor Derek Abell for the original concept presented in the landmark strategy book: "Defining the business" (1980).

Peter Leerskov,
MSc in International Business (Marketing & Management) and Graduate Diploma in E-business
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