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6 of 6 people found the following review helpful
5.0 out of 5 stars The inventor of WHO-WHAT-HOW strategic positioning, 7 Mar. 2005
This review is from: All the Right Moves: A Guide to Crafting Breakthrough Strategy (Hardcover)
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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2 of 2 people found the following review helpful
4.0 out of 5 stars Gives the right framework to think various strategic issues, 11 Feb. 2001
By A Customer
This review is from: All the Right Moves: A Guide to Crafting Breakthrough Strategy (Hardcover)
The book is a well written strategy book. Easy to read, simple in terms of terminology used and to the point. Markides did a very good job describing on how business should achieve an innovative strategic position. It's not theoreticall, on the contrary it has practical ways of achieving the requested innovative strategic position. It is surrounded with various real case studies that make it easier to understand the issues raised. A very good book to read if you are interested in business strategy.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Simplicity in business strategy thinking, 15 Oct. 2006
By 
Kivanc Emiroglu (London) - See all my reviews
(REAL NAME)   
This review is from: All the Right Moves: A Guide to Crafting Breakthrough Strategy (Hardcover)
Markides is a fantastic professor. I attended some of his classes during my time at London Business School. "Who, What, How" framework is what is thought in our school's business strategy classes. Markides takes the discussion to a higher ground in this book. He divides the discussion into a logical sequence and explains each part of it by giving detailed examples from several industries. He also goes on one step further to discuss the business strategy development process for a company.

I like two things about this book. First, it can be easily explained to anyone. Second, it always goes back to basics and asks you to perform the test; who is your target customer, what value do you offer and how are you going to deliver the value? If you can not answer any of these questions, that means you need to think more about your business strategy.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Markides brings simplicity at last, 25 May 2002
This review is from: All the Right Moves: A Guide to Crafting Breakthrough Strategy (Hardcover)
This book is a fantastic read and gives a fantastic insight into novel yet simple ways of approaching business and strategy. Far too often we get bamboozled with theory which is completely unrealistic and impossible to implement - Markides has done a tremendous job and this has helped me in positioning things to my customers and internal business units
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All the Right Moves: A Guide to Crafting Breakthrough Strategy
All the Right Moves: A Guide to Crafting Breakthrough Strategy by Constantinos C Markides (Hardcover - 1 Dec. 1999)
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