TAILIEUCHUNG - Lecture Strategic market management: Chapter 13 - David A. Aaker

Chapter 13 - Creating new businesses. This chapter presents the following content: Create “must haves,” rendering competitors irrelevant, the innovator’s advantage, managing category perceptions, creating new business arenas, from ideas to market. | PPT 13- Chapter Thirteen Creating New Businesses Strategic Market Management 7th Edition – David Aaker PPT 13- The New Business Change what the customer is buying Transformational innovation Different business strategy including new assets & competencies PPT 13- Blue vs. Red Oceans New market space Create demand Make competitors irrelevant Create new strategy Transformational innovation High risk-high return Existing market space Beat competitors Improve market share Improve existing strategy Incremental innovation Lower risk PPT 13- Barriers to Long-Term Success of Improving Existing Businesses Competitors response – fast and vigorous Hard to hide incremental innovations Market dynamics – easy to get behind & become less relevant Overcapacity PPT 13- The Innovator’s Advantage Competitors inhibited from responding Fear cannibalization Fear taking eye off existing business Competitors unable to respond Lack assets, competencies, culture etc. Innovator can create .

• Quản trị kinh doanh
• Strategic market management
• Lecture Strategic market management
• Quản lý thị trường chiến lược
• Strategic analysis
• Creating new businesses
• Managing category perceptions
• Competitor analysis
• Strategic groups
• Environmental analysis
• Strategic uncertainty
• Market analysis
• Submarket analysis
• Customer analysis
• Internal analysis
• Sustainable competitive advantage
• Business strategy challenges
• Strong brand relationship
• The customer’s sweet spot
• Energizing the business
• Leveraging the business
• The mirage of synergy
• Global strategies
• The business portfolio
• Strategy structure