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The Momentum Effect: How to Ignite Exceptional Growth Hardcover – 26 Mar 2008

4.9 out of 5 stars 7 customer reviews

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Product details

  • Hardcover: 352 pages
  • Publisher: Financial Times/ Prentice Hall; 1 edition (26 Mar. 2008)
  • Language: English
  • ISBN-10: 0132363429
  • ISBN-13: 978-0132363426
  • Product Dimensions: 15.5 x 2.9 x 23.6 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 90,402 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

"Momentum does offer a big unifying theory... Read and enjoy this book." - Financial Times, May 2008

 

"Larreche's research throws new light on age-old debates about marketing budgets and marketing effectiveness" - Marketing Week May 2008

--This text refers to the Paperback edition.

From the Back Cover

A few rare companies have discovered the secret to sustained high growth: momentum. They’ve learned how to create the conditions that lead to exceptional organic growth―which feeds on itself, continually accelerating the business forward. In The Momentum Effect, J.C. Larreche introduces a complete framework for gaining momentum, keeping it, and harnessing its power. Drawing on new research and powerful case studies, Larreche demonstrates the stunning role of momentum in value creation. He sets out the process for developing the “power offers” that lie at the heart of this powerful force. This book offers a systematic process for creating momentum that will work in any business, in any industry, and under any market conditions. You’ll learn how to create new value through a momentum strategy and build the leadership competencies to deliver highly profitable growth over the next six months…five years…even decades.

 

•Pioneer or die: drive momentum and harness its stunning power
How momentum-powered firms create 80% more shareholder value

•Understand the drivers of momentum strategy
Craft power offers, mobilize for growth, and more

•Master the Momentum Process: design and execution
Eight specific steps to implement a long-term winning momentum strategy

•Climb the five-step Momentum Leadership Ladder
How leaders can systematically generate and direct momentum

 

"This book shows you how to build momentum for growth and leave your competitors trailing far in your wake!"

–Sir Richard Branson

 

"J.C. Larreche’s book, The Momentum Effect, is a must-read. It highlights why more marketing spend and further value extraction are not the key determinants for future growth. To create powerful momentum for exceptional growth, it is essential to offer innovative value to the marketplace. The Momentum Effect outlines just how to achieve this. The results are illuminating.

―W. Chan Kim & Renée Mauborgne, Authors of Blue Ocean Strategy

 

"How can companies achieve exceptional and sustained growth? The Momentum Effect explores this challenge and reveals successful strategies for originating new sources of growth and value from customers with the power to unlock great potential.”

―Dr. Daniel Vasella, Chairman & CEO, Novartis AG, Basel/Switzerland

--This text refers to an out of print or unavailable edition of this title.

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Top Customer Reviews

Format: Paperback
I have to confess that business books aren't my favourite genre. But every once in a while, one comes along and captures my imagination. This one not only captured it but carried me away with its own, well, momentum.

OK, so there are lots of those cheesy b-school diagrams, lovingly crafted in Powerpoint (one of my pet hates about the genre). But in between, there are plenty of great stories and a powerful narrative worthy of the title. Business stories, told well, are strangely compelling - and these are some of the best.

And OK again, there's a certain amount of stating the obvious, wrapped up in research (the main problem with books by business gurus). But sometimes we really do need to be told an obvious truth that somehow got forgotten in the complexities of 21st-century business. So many organisations that I've worked for treat customer focus as an optional extra, tacked on as an afterthought - or worse, overlooked completely.

Now at least, when my colleagues are scornful of the people who ultimately pay their salaries or witter endlessly on about shareholder value without acknowledging where that value comes from, I'll have a hard-edged book to throw at them.

It's just kind of ironic it took a Frenchman to remind us how important our customers are!
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Format: Paperback
The Momentum Effect is all about high performance marketing and shows quite clearly that there is a significant reward for people and organisations that do marketing well. It is very refreshing to see that what is rewarded is not to cut the marketing and advertising budget. On the contrary - high performance marketing companies often increase their spend on these activities, but do so in such an efficient way that they generate a greater overall return on marketing investment, something for which we as marketing professionals have a great responsibility. I have no doubt that understanding these dynamics will become a necessary condition for justifying bigger marketing budgets in future. Larréché shows us the way to do it!

As a practicing consultant. I also really like how Larréché addresses the design and execution of marketing strategy in equal measure. The Momentum Effect strikes a very comfortable balance between the powerful research findings and the engaging case study illustrations - something that is often lacking in many business books.
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Format: Paperback
This book is about how to create profitable growth and sustain that growth indefinitely. Achieving this state of indefinite profitable growth is called momentum. Momentum results from an intense customer focus that permeates the enterprise. Notions relating to customers - insights, value, equity, offering, satisfaction, retention, and engagement -- are given qualifying labels, explicit momentum oriented definitions, and represented as modules of a system of an iterative synergistic process. This process develops traction with customers and removes resistance to growth while focusing all the sources of energy of the firm on building and keeping the momentum going. This is a complete framework for what the title of the book claims - how to ignite exceptional growth. Each stage of the process is described along with related case studies that provide evidence of the effectiveness of the process.

Applying this momentum framework as an interpretive lens to businesses reveals compelling insights. One insight is that a business with a disciplined approach to providing compelling customer value and creating vibrant customer satisfaction actually does this at a lower cost than a business not so oriented. And, of course, the kicker is the phenomenal profitable growth and value that accrues to the firm practicing the principles of momentum. Another insight is the cumulative results that come about with such a tight-knit discipline. Over time, even small advantages in cost or growth factors in the business result in tremendous leads over competitors - like the miracle of compound interest - putting a firm into a whole new arena, i.e. leaving competitors trailing in their wake.

What is particularly good about this book is the thoroughness with which a very complex subject has been addressed.
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Format: Paperback
This is one of the most powerful and exciting books I've read in years. I've been following Larreche's work for about ten years now, since I came across some reports he did for the FT. A few years ago I also got a chance to see him speak. The guy is great and I've been waiting for this book ever since - especially as, unlike some other management guru/professors/authors he also has experience of the real world (he was on the board of a FTSE 100 company for a long time).

It doesn't disappoint.

The process he sets out is simple but it is also very powerful - and it also makes sense. He starts by challenging the assumption that increasing marketing spend is the best way to deliver growth. He argues that this is often just a way of buying growth that your products aren't good enough to earn. Instead, he says, you should develop a genuinely deep understanding of your customers that goes beyond the usual surveys and segmentation studies and gets under their skin - then use that understanding to create better products then be ambitious enough about the way you deliver the product and make sure that your customers' experience is so good they start to become engaged - this engagement will help you learn more about your customers and so the whole thing kicks off again.

It might sound simple but in practice it's not easy. However, the tools that are all through the book are a great help in putting this into practice - just one (the customer value wedge) is worth the price alone - I've already used it three times today already with members of my team.

That's just one example. Most strategy books combine a bit of research and with good stories. What really makes this book stand out is a grounded realization that the real world is a messy place where things don't always go right first time. It's brilliant.
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