The Myth of Excellence
Condition: SECONDHAND
NB: This is a secondhand book in very good condition. See our FAQs for more information. Please note that the jacket image is indicative only. A description of our secondhand books is not always available. Please contact us if you have a question about this title.
Author: Fred Crawford
Format: Hardback
Number of Pages: 276
Some mistakes in business are obvious. One that may not be so apparent is "the mistake of universal excellence." Too many companies try to be world-class when it comes to their product, its price, and the service, experience, and access they offer their customers. This is, surprisingly but certainly, a mistake. Why? First of all, because it's an impossible goal. Second, customers don't expect if or even want it. Imagine the confusion if Tiffany's started offering deep discounts on diamonds or McDonald's went gourmet. In a 5,000-participant survey of consumers, as well as in their consulting work with retailers, service providers, consumer products companies, and high technology and e-commerce ventures, Fred Crawford (an important figure at global consulting giant Cap Gemini Ernst & Young) and Ryan Mathews (a futurist at boutique consulting firm First Matter and the subject of an extensive profile in Red Herring) found the golden strategy: Dominate in one key area, differentiate yourself in a second and be industry par in the others. Consider a great company like Wal-Mart: it dominates on price, differentiates itself on product, and is at industry par - average when it comes to service, experience, and access. The Myth of Excellence is filled with case studies of companies that get this formula right and is a real eye-opener far the management of any organisation that is trying to clarify its business goals.
Author: Fred Crawford
Format: Hardback
Number of Pages: 276
Some mistakes in business are obvious. One that may not be so apparent is "the mistake of universal excellence." Too many companies try to be world-class when it comes to their product, its price, and the service, experience, and access they offer their customers. This is, surprisingly but certainly, a mistake. Why? First of all, because it's an impossible goal. Second, customers don't expect if or even want it. Imagine the confusion if Tiffany's started offering deep discounts on diamonds or McDonald's went gourmet. In a 5,000-participant survey of consumers, as well as in their consulting work with retailers, service providers, consumer products companies, and high technology and e-commerce ventures, Fred Crawford (an important figure at global consulting giant Cap Gemini Ernst & Young) and Ryan Mathews (a futurist at boutique consulting firm First Matter and the subject of an extensive profile in Red Herring) found the golden strategy: Dominate in one key area, differentiate yourself in a second and be industry par in the others. Consider a great company like Wal-Mart: it dominates on price, differentiates itself on product, and is at industry par - average when it comes to service, experience, and access. The Myth of Excellence is filled with case studies of companies that get this formula right and is a real eye-opener far the management of any organisation that is trying to clarify its business goals.
Description
NB: This is a secondhand book in very good condition. See our FAQs for more information. Please note that the jacket image is indicative only. A description of our secondhand books is not always available. Please contact us if you have a question about this title.
Author: Fred Crawford
Format: Hardback
Number of Pages: 276
Some mistakes in business are obvious. One that may not be so apparent is "the mistake of universal excellence." Too many companies try to be world-class when it comes to their product, its price, and the service, experience, and access they offer their customers. This is, surprisingly but certainly, a mistake. Why? First of all, because it's an impossible goal. Second, customers don't expect if or even want it. Imagine the confusion if Tiffany's started offering deep discounts on diamonds or McDonald's went gourmet. In a 5,000-participant survey of consumers, as well as in their consulting work with retailers, service providers, consumer products companies, and high technology and e-commerce ventures, Fred Crawford (an important figure at global consulting giant Cap Gemini Ernst & Young) and Ryan Mathews (a futurist at boutique consulting firm First Matter and the subject of an extensive profile in Red Herring) found the golden strategy: Dominate in one key area, differentiate yourself in a second and be industry par in the others. Consider a great company like Wal-Mart: it dominates on price, differentiates itself on product, and is at industry par - average when it comes to service, experience, and access. The Myth of Excellence is filled with case studies of companies that get this formula right and is a real eye-opener far the management of any organisation that is trying to clarify its business goals.
Author: Fred Crawford
Format: Hardback
Number of Pages: 276
Some mistakes in business are obvious. One that may not be so apparent is "the mistake of universal excellence." Too many companies try to be world-class when it comes to their product, its price, and the service, experience, and access they offer their customers. This is, surprisingly but certainly, a mistake. Why? First of all, because it's an impossible goal. Second, customers don't expect if or even want it. Imagine the confusion if Tiffany's started offering deep discounts on diamonds or McDonald's went gourmet. In a 5,000-participant survey of consumers, as well as in their consulting work with retailers, service providers, consumer products companies, and high technology and e-commerce ventures, Fred Crawford (an important figure at global consulting giant Cap Gemini Ernst & Young) and Ryan Mathews (a futurist at boutique consulting firm First Matter and the subject of an extensive profile in Red Herring) found the golden strategy: Dominate in one key area, differentiate yourself in a second and be industry par in the others. Consider a great company like Wal-Mart: it dominates on price, differentiates itself on product, and is at industry par - average when it comes to service, experience, and access. The Myth of Excellence is filled with case studies of companies that get this formula right and is a real eye-opener far the management of any organisation that is trying to clarify its business goals.
The Myth of Excellence