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PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
competencies
capabilities
assets
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
industry
security
displays
dental care
electronics
transport
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
competencies
capabilities
assets
- outperforming of competitors
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Capability: innovation
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Advantage facilitated by
competencies
capabilities
assets
physical
financial
technological
human
network
position
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
cost leadership
differentiation
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
cost leadership
differentiation
e.g.
customer intimacy
product leadership
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
MACRO-LEVEL
SEGMENTS
MARKETING STRATEGY
macro target segments,
marketing offer
MICRO-LEVEL
relationships
RELATIONSHIP STRATEGY
key account objectives,
relationship strategy
adapted marketing offer
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
transactional
exchange
anonymous transactions/
automated purchasing
fast response;
match offer to supply needs;
standard offer
value-added
exchange
collaborative
exchange
relationship building;
resource investment;
(Day 2000)
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Product offer
elements
variations
core benefit/product:
supplementary :
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Programmes
economic:
relationship:
advice & consulting, specification, co-design, process engineering, process redesign, cost
reduction, responsiveness to info. requests, joint marketing research, co-promotions,
partnering & participation in other customer programmes
Systems
linking:
efficacy:
Product offer
elements
variations
- industry bandwidth
- segment
- relationship
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
pure
transactional
exchange
pure
collaborative
exchange
corrugated box
fibre drum
programmable
controllers
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
products
services
Standard
product availability
delivery
product warranties
Options
electromechanical or
electronic instrument
controls
enhancements
communications
peripherals
installation
maintenance
tests
inspections
drawings
retrofit designs
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
transactional
strategic
standard
standard
standard
standard
standard
option
standard
standard
standard
standard
standard
option
standard
standard
standard
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Innovation
forms
risk
enablers
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Radical innovation
competence-enhancing
relatively rare
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
http://crystals.swarovski.com/crystals/innovations/innovations.en.html
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Innovation
forms
risk
enablers
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Innovation risk
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Innovation
forms
risk
enablers
product champion
culture
lead customer
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo
Sources
Brennan, R Canning LE McDowell R 2014 ch. 4 & 10.
Anderson, J.C. Narus, J.A.(1991), Partnering as a focused marketing strategy, California Management Review, 33, Spring: 93-113
Day, GS 2000, Managing market relationships, Journal of the Academy of Marketing Science, 28, Winter: 25.
Porter, M.E. Heppelmann, (2015), How smart connected products are transforming companies, Harvard Business Review, October: 96-114
Pralahad, CK Hamel, G 1990 The core competencies of the corporation, Harvard Business Review, 68,3:79-91
Stalk, G Evans, P Schulman, LE 1992, Competing on capabilities: the new rules of corporate strategy, Harvard Business Review, Jan/Feb, pp: 57-69
PGE-M5-MKT-215-E-L-MRS #3
Louise Canning & Diego Rinallo