The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value

The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value

Author: Thomas Barta

Publisher: McGraw Hill Professional

Published: 2016-09-23

Total Pages: 241

ISBN-13: 1259834727

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WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors--or Powers--that drive marketers' business impact and career success. Reading it, you’ll learn how to: • MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company's priorities. • MOBILIZE YOUR COLLEAGUES: Inspire and motivate your non-marketing colleagues to deliver a great customer experience. • MOBILIZE YOUR TEAM: Build and align a winning marketing team. • MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions. By zeroing in on the value creation zone ("V-Zone")--the all-important overlap between your company's and customers' needs--you’ll be able to help the business win in the market--and achieve your career goals. Warning: This is not a marketing book. It’s a leadership book for marketers, using the latest research on what works--and what doesn’t--in marketing's digital age. BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.


Book Synopsis The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value by : Thomas Barta

Download or read book The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value written by Thomas Barta and published by McGraw Hill Professional. This book was released on 2016-09-23 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors--or Powers--that drive marketers' business impact and career success. Reading it, you’ll learn how to: • MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company's priorities. • MOBILIZE YOUR COLLEAGUES: Inspire and motivate your non-marketing colleagues to deliver a great customer experience. • MOBILIZE YOUR TEAM: Build and align a winning marketing team. • MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions. By zeroing in on the value creation zone ("V-Zone")--the all-important overlap between your company's and customers' needs--you’ll be able to help the business win in the market--and achieve your career goals. Warning: This is not a marketing book. It’s a leadership book for marketers, using the latest research on what works--and what doesn’t--in marketing's digital age. BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.

B2B Marketing Strategy

B2B Marketing Strategy

Author: Heidi Taylor

Publisher: Kogan Page Publishers

Published: 2017-12-03

Total Pages: 217

ISBN-13: 0749481072

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B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans. Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, this book will challenge the perspective of B2B marketers by confronting and refuting the many fallacies that currently dominate the industry. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement.


Book Synopsis B2B Marketing Strategy by : Heidi Taylor

Download or read book B2B Marketing Strategy written by Heidi Taylor and published by Kogan Page Publishers. This book was released on 2017-12-03 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans. Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, this book will challenge the perspective of B2B marketers by confronting and refuting the many fallacies that currently dominate the industry. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement.

Stand-out Marketing

Stand-out Marketing

Author: Simon Kelly

Publisher: Kogan Page Publishers

Published: 2020-12-03

Total Pages: 265

ISBN-13: 1789664837

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"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition. Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult. On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.


Book Synopsis Stand-out Marketing by : Simon Kelly

Download or read book Stand-out Marketing written by Simon Kelly and published by Kogan Page Publishers. This book was released on 2020-12-03 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: "How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition. Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult. On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.

Phronesis Marketing

Phronesis Marketing

Author: Corneliu Vilsan

Publisher: Archway Publishing

Published: 2020-12-08

Total Pages: 228

ISBN-13: 1480896675

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In recent years, the environment in which advertising operates has changed. As a result, company leaders are under rising pressure to increase turnover and profits ahead of the industry average while fighting for new consumers. Unfortunately, marketing, as an organizational function, has been downgraded from a strategic role to a marginalized tactical and sales support department. In a comprehensive guide that addresses these current challenges, seasoned marketing executive Corneliu Vilsan leads advertising professionals through a practical set of principles, tools, and case studies to help the marketing function recapture its strategic importance by returning to the basics to create results that can be measured, analyzed, and replicated. While closing the gap between theory and reality and reconciling rational thoughts with creative ones, Vilsan introduces the phronesis methodology to challenge assumptions and encourage the creation of business or case studies to advance marketing excellence. Included are training insights and a marketing effectiveness test that lay the groundwork so an organization can survive and thrive within today’s complex environments. Phronesis Marketing shares wisdom, principles, and tools that guide company leaders through a comprehensive roadmap to improve the strategic position of marketing within their organizations.


Book Synopsis Phronesis Marketing by : Corneliu Vilsan

Download or read book Phronesis Marketing written by Corneliu Vilsan and published by Archway Publishing. This book was released on 2020-12-08 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years, the environment in which advertising operates has changed. As a result, company leaders are under rising pressure to increase turnover and profits ahead of the industry average while fighting for new consumers. Unfortunately, marketing, as an organizational function, has been downgraded from a strategic role to a marginalized tactical and sales support department. In a comprehensive guide that addresses these current challenges, seasoned marketing executive Corneliu Vilsan leads advertising professionals through a practical set of principles, tools, and case studies to help the marketing function recapture its strategic importance by returning to the basics to create results that can be measured, analyzed, and replicated. While closing the gap between theory and reality and reconciling rational thoughts with creative ones, Vilsan introduces the phronesis methodology to challenge assumptions and encourage the creation of business or case studies to advance marketing excellence. Included are training insights and a marketing effectiveness test that lay the groundwork so an organization can survive and thrive within today’s complex environments. Phronesis Marketing shares wisdom, principles, and tools that guide company leaders through a comprehensive roadmap to improve the strategic position of marketing within their organizations.

Creating the Organization of the Future

Creating the Organization of the Future

Author: Bernard Jaworski

Publisher: Emerald Group Publishing

Published: 2023-07-05

Total Pages: 177

ISBN-13: 1837532168

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Eastern philosophy and Western management ideals offer powerful wisdom on how to build and grow businesses.This can have lasting impact on employees, customers, financial performance, and society.This book enables leaders and decision-makers to successfully navigate their organizations through the stormy seas of the present,into the future.


Book Synopsis Creating the Organization of the Future by : Bernard Jaworski

Download or read book Creating the Organization of the Future written by Bernard Jaworski and published by Emerald Group Publishing. This book was released on 2023-07-05 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Eastern philosophy and Western management ideals offer powerful wisdom on how to build and grow businesses.This can have lasting impact on employees, customers, financial performance, and society.This book enables leaders and decision-makers to successfully navigate their organizations through the stormy seas of the present,into the future.

Beyond the Familiar

Beyond the Familiar

Author: Patrick Barwise

Publisher: John Wiley & Sons

Published: 2011-09-19

Total Pages: 185

ISBN-13: 0470976500

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Strong customer-focused companies have a clear, relevant promise which they obsessively deliver day-in, day-out. At the same time, they relentlessly drive the market by evolving the offer in the face of market developments and opportunities. Because they meet customer needs better than the competition, again and again, they are able to generate sustainable, profitable, market-leading organic growth. The problem the book addresses is how to achieve this. The authors identify five key steps using their framework for success: Offer a clear, relevant customer promise Build customer trust by reliably delivering that promise Continuously improve the promise, while still reliably delivering it Drive the market by innovating beyond the familiar Support all this with an open organization that promotes frank discussion based on clear facts and market feedback. Above all the book runs counter to the fashionable claim that the starting-point for business success should be to find a 'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.


Book Synopsis Beyond the Familiar by : Patrick Barwise

Download or read book Beyond the Familiar written by Patrick Barwise and published by John Wiley & Sons. This book was released on 2011-09-19 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strong customer-focused companies have a clear, relevant promise which they obsessively deliver day-in, day-out. At the same time, they relentlessly drive the market by evolving the offer in the face of market developments and opportunities. Because they meet customer needs better than the competition, again and again, they are able to generate sustainable, profitable, market-leading organic growth. The problem the book addresses is how to achieve this. The authors identify five key steps using their framework for success: Offer a clear, relevant customer promise Build customer trust by reliably delivering that promise Continuously improve the promise, while still reliably delivering it Drive the market by innovating beyond the familiar Support all this with an open organization that promotes frank discussion based on clear facts and market feedback. Above all the book runs counter to the fashionable claim that the starting-point for business success should be to find a 'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.

New Power

New Power

Author: Jeremy Heimans

Publisher: Random House Canada

Published: 2018-04-03

Total Pages: 320

ISBN-13: 0345816463

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From two influential and visionary thinkers comes a big idea that is changing the way movements catch fire and ideas spread in our highly connected world. For the vast majority of human history, power has been held by the few. "Old power" is closed, inaccessible, and leader-driven. Once gained, it is jealously guarded, and the powerful spend it carefully, like currency. But the technological revolution of the past two decades has made possible a new form of power, one that operates differently, like a current. "New power" is made by many; it is open, participatory, often leaderless, and peer-driven. Like water or electricity, it is most forceful when it surges. The goal with new power is not to hoard it, but to channel it. New power is behind the rise of participatory communities like Facebook and YouTube, sharing services like Uber and Airbnb, and rapid-fire social movements like Brexit and #BlackLivesMatter. It explains the unlikely success of Barack Obama's 2008 campaign and the unlikelier victory of Donald Trump in 2016. And it gives ISIS its power to propagate its brand and distribute its violence. Even old power institutions like the Papacy, NASA, and LEGO have tapped into the strength of the crowd to stage improbable reinventions. In New Power, the business leaders/social visionaries Jeremy Heimans and Henry Timms provide the tools for using new power to successfully spread an idea or lead a movement in the twenty-first century. Drawing on examples from business, politics, and social justice, they explain the new world we live in--a world where connectivity has made change shocking and swift and a world in which everyone expects to participate.


Book Synopsis New Power by : Jeremy Heimans

Download or read book New Power written by Jeremy Heimans and published by Random House Canada. This book was released on 2018-04-03 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: From two influential and visionary thinkers comes a big idea that is changing the way movements catch fire and ideas spread in our highly connected world. For the vast majority of human history, power has been held by the few. "Old power" is closed, inaccessible, and leader-driven. Once gained, it is jealously guarded, and the powerful spend it carefully, like currency. But the technological revolution of the past two decades has made possible a new form of power, one that operates differently, like a current. "New power" is made by many; it is open, participatory, often leaderless, and peer-driven. Like water or electricity, it is most forceful when it surges. The goal with new power is not to hoard it, but to channel it. New power is behind the rise of participatory communities like Facebook and YouTube, sharing services like Uber and Airbnb, and rapid-fire social movements like Brexit and #BlackLivesMatter. It explains the unlikely success of Barack Obama's 2008 campaign and the unlikelier victory of Donald Trump in 2016. And it gives ISIS its power to propagate its brand and distribute its violence. Even old power institutions like the Papacy, NASA, and LEGO have tapped into the strength of the crowd to stage improbable reinventions. In New Power, the business leaders/social visionaries Jeremy Heimans and Henry Timms provide the tools for using new power to successfully spread an idea or lead a movement in the twenty-first century. Drawing on examples from business, politics, and social justice, they explain the new world we live in--a world where connectivity has made change shocking and swift and a world in which everyone expects to participate.

The Founder's Dilemmas

The Founder's Dilemmas

Author: Noam Wasserman

Publisher: Princeton University Press

Published: 2013-04

Total Pages: 490

ISBN-13: 0691158304

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The Founder's Dilemmas examines how early decisions by entrepreneurs can make or break a startup and its team. Drawing on a decade of research, including quantitative data on almost ten thousand founders as well as inside stories of founders like Evan Williams of Twitter and Tim Westergren of Pandora, Noam Wasserman reveals the common pitfalls founders face and how to avoid them.


Book Synopsis The Founder's Dilemmas by : Noam Wasserman

Download or read book The Founder's Dilemmas written by Noam Wasserman and published by Princeton University Press. This book was released on 2013-04 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Founder's Dilemmas examines how early decisions by entrepreneurs can make or break a startup and its team. Drawing on a decade of research, including quantitative data on almost ten thousand founders as well as inside stories of founders like Evan Williams of Twitter and Tim Westergren of Pandora, Noam Wasserman reveals the common pitfalls founders face and how to avoid them.

Power Score

Power Score

Author: Geoff Smart

Publisher: Ballantine Books

Published: 2015-06-16

Total Pages: 194

ISBN-13: 0345547357

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ghSMART, the bestselling team behind Who: The A Method for Hiring, returns with a breakthrough formula for how the best leaders and teams deliver results. “ghSMART is the world’s top firm for helping leaders hire talented teams and run them at full power. Nothing is more important.”—Marshall Goldsmith, bestselling author of Mojo and What Got You Here Won’t Get You There “The most useful book about leadership.” That is what we hope you and your team will say after finishing Power Score. Is your team running at full power? Only 10 percent of leaders run their teams at full power. The formula you are about to learn is based on the most extensive research of its kind, spanning more than 15,000 careers with over 9 million data points. The idea has been battle-tested for more than two decades by leaders in every major industry. It works. Successful leadership starts with three key questions: 1. Priorities—Do we have the right priorities? (Only 24 percent of leaders do.) 2. Who—Do we have the right people on the team? (Only 14 percent of leaders do.) 3. Relationships—Do we have the right relationships that deliver results? (Only 47 percent of leaders do.) Learn how to calculate your team’s Power Score, and how to improve each of the three key areas of leadership. Learn what to do, and what not do, from compelling statistics and inspiring stories of those leaders who have succeeded and those who have failed. You may be surprised how easy it is to read this little book. And you may be even more surprised by how fast this approach will boost your team’s results. When you dial up your team’s Power Score, you will make a greater impact as a leader, help your team earn more money for your cause (whatever your cause may be), and enjoy greater career success. Praise for Power Score “Shaking distrust out of an organization is hard. But the payoff is immense. Bravo to Smart, Street and Foster for sharing their ideas about how to make that happen.”—Forbes “[Power Score] offers insights on improving in each dimension and inspiration. It’s written briskly, in a question-and-answer format that keeps ideas clear and concise. The book’s a winner and maybe you will be too if you try its approach.”—The Globe and Mail “The power score is the secret sauce that gives the group the information needed to fix problems. The authors provide plenty of guidance presented in an accessible Q&A format.”—Success “I wouldn’t be surprised if Power Score became the new go-to guide for leadership. Effective teams are key in everything from healthcare to business to government to nonprofits, and this book will help organizations change the conversation about getting results.”—Atul Gawande, New York Times bestselling author of Being Mortal and The Checklist Manifesto “Smart, Street, and Foster have turned more than twenty years of research on leadership into a practical, systematic approach for getting results.”—Frederick W. Smith, chairman and chief executive officer of FedEx Corporation “My entire team applied the principles of Power Score and has enjoyed explosive growth as a result. Even better, I am having more fun as a leader than ever before.”—Jeff Booth, chief executive officer and founder of BuildDirect


Book Synopsis Power Score by : Geoff Smart

Download or read book Power Score written by Geoff Smart and published by Ballantine Books. This book was released on 2015-06-16 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: ghSMART, the bestselling team behind Who: The A Method for Hiring, returns with a breakthrough formula for how the best leaders and teams deliver results. “ghSMART is the world’s top firm for helping leaders hire talented teams and run them at full power. Nothing is more important.”—Marshall Goldsmith, bestselling author of Mojo and What Got You Here Won’t Get You There “The most useful book about leadership.” That is what we hope you and your team will say after finishing Power Score. Is your team running at full power? Only 10 percent of leaders run their teams at full power. The formula you are about to learn is based on the most extensive research of its kind, spanning more than 15,000 careers with over 9 million data points. The idea has been battle-tested for more than two decades by leaders in every major industry. It works. Successful leadership starts with three key questions: 1. Priorities—Do we have the right priorities? (Only 24 percent of leaders do.) 2. Who—Do we have the right people on the team? (Only 14 percent of leaders do.) 3. Relationships—Do we have the right relationships that deliver results? (Only 47 percent of leaders do.) Learn how to calculate your team’s Power Score, and how to improve each of the three key areas of leadership. Learn what to do, and what not do, from compelling statistics and inspiring stories of those leaders who have succeeded and those who have failed. You may be surprised how easy it is to read this little book. And you may be even more surprised by how fast this approach will boost your team’s results. When you dial up your team’s Power Score, you will make a greater impact as a leader, help your team earn more money for your cause (whatever your cause may be), and enjoy greater career success. Praise for Power Score “Shaking distrust out of an organization is hard. But the payoff is immense. Bravo to Smart, Street and Foster for sharing their ideas about how to make that happen.”—Forbes “[Power Score] offers insights on improving in each dimension and inspiration. It’s written briskly, in a question-and-answer format that keeps ideas clear and concise. The book’s a winner and maybe you will be too if you try its approach.”—The Globe and Mail “The power score is the secret sauce that gives the group the information needed to fix problems. The authors provide plenty of guidance presented in an accessible Q&A format.”—Success “I wouldn’t be surprised if Power Score became the new go-to guide for leadership. Effective teams are key in everything from healthcare to business to government to nonprofits, and this book will help organizations change the conversation about getting results.”—Atul Gawande, New York Times bestselling author of Being Mortal and The Checklist Manifesto “Smart, Street, and Foster have turned more than twenty years of research on leadership into a practical, systematic approach for getting results.”—Frederick W. Smith, chairman and chief executive officer of FedEx Corporation “My entire team applied the principles of Power Score and has enjoyed explosive growth as a result. Even better, I am having more fun as a leader than ever before.”—Jeff Booth, chief executive officer and founder of BuildDirect

The Power of Co-Creation

The Power of Co-Creation

Author: Venkat Ramaswamy

Publisher: Simon and Schuster

Published: 2010-10-05

Total Pages: 290

ISBN-13: 1439181063

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Apple embraced co-creation to enhance the speed and scope of its innovation, generat­ing over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning prod­uct lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a com­munity of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year. Co-creation involves redefining the way organizations engage individuals—customers, employees, suppliers, partners, and other stake­holders—bringing them into the process of value creation and engaging them in enriched experi­ences, in order to —formulate new breakthrough strategies —design compelling new products and services —transform management processes —lower risks and costs —increase market share, loyalty, and returns In this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with com­panies to develop co-creation practices, show how every organization—from large corporation to small firm, and government agency to not-for-profit—can achieve “win more–win more” results with these methods. Based on extraordinary research and the authors’ hands-on experiences with successful projects in co-creation at dozens of the world’s most exciting organizations, The Power of Co-Creation illustrates with detailed examples from leading firms such as those above, as well as from Cisco, GlaxoSmithKline, Ama­zon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of “engagement platforms”—and how they have even restructured internal management processes—in order to harness the power of co-creation. As the authors’ wealth of examples make vividly clear, enterprises can no longer afford to view custom­ers and other stakeholders as passive recipients of their products and services but must learn to engage them in defining and delivering enhanced value. Co-creation goes beyond the conventional “process view” of qual­ity, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sus­tainable growth, productivity, and profits in the future.


Book Synopsis The Power of Co-Creation by : Venkat Ramaswamy

Download or read book The Power of Co-Creation written by Venkat Ramaswamy and published by Simon and Schuster. This book was released on 2010-10-05 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Apple embraced co-creation to enhance the speed and scope of its innovation, generat­ing over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning prod­uct lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a com­munity of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year. Co-creation involves redefining the way organizations engage individuals—customers, employees, suppliers, partners, and other stake­holders—bringing them into the process of value creation and engaging them in enriched experi­ences, in order to —formulate new breakthrough strategies —design compelling new products and services —transform management processes —lower risks and costs —increase market share, loyalty, and returns In this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with com­panies to develop co-creation practices, show how every organization—from large corporation to small firm, and government agency to not-for-profit—can achieve “win more–win more” results with these methods. Based on extraordinary research and the authors’ hands-on experiences with successful projects in co-creation at dozens of the world’s most exciting organizations, The Power of Co-Creation illustrates with detailed examples from leading firms such as those above, as well as from Cisco, GlaxoSmithKline, Ama­zon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of “engagement platforms”—and how they have even restructured internal management processes—in order to harness the power of co-creation. As the authors’ wealth of examples make vividly clear, enterprises can no longer afford to view custom­ers and other stakeholders as passive recipients of their products and services but must learn to engage them in defining and delivering enhanced value. Co-creation goes beyond the conventional “process view” of qual­ity, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sus­tainable growth, productivity, and profits in the future.